Arby’s: Arby’s had beef with the burger industry, so they fixed it.

Arby’s, the US-based fast food chain, revitalised its image with an earned media campaign promoting a limited-time wagyu burger, delivering over 4bn impressions and tripling sales goals.

Executive Summary


How did Arby's turn a tasty limited-time menu offering - in an already crowded-to-capacity burger market - into the most incredible, craveable, gotta-friggin'-have-it burger on the planet?

A 2020 National Cattleman's Beef Association...

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