Arby’s: Igniting the fish wars with rapper Pusha T’s fish diss

Arby’s, the US fast food chain, produced a diss track to position itself against its primary competitor, creating a trending media and social conversation that drove unaided brand recall.

Executive Summary

Objective

The McDonald's fish sandwich sucks. Yeah, that's right - once again, Arby's is just sayin' out loud what everyone else is thinking.

The good news? Arby's Fish Sandwich kicks ass, and so did its Spicy Fish Sandwich limited time offer (LTO). Arby's took inspiration from the cultural clout of hip hop feuds, particularly among Arby's young Millennial and Gen Z growth target and created a "diss track."

The perfect Arby's diss track partner? Pusha T. The poster child for scathing diss tracks. But there was another key reason: Pusha T WROTE TFIE "I'M LOVIN' IT"...

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