Arby's last laugh with Jon Stewart

Arby's Restaurant Group, a fast food chain in the US, utilized talk show host Jon Stewart's criticisms of its brand as a chance to get involved in popular culture in order to gain brand relevance and consumer engagement.

Campaign details

Advertiser: Arby's Restaurant Group, Inc.Agency: Edelman

Situation Analysis

While many consumers now know Arby's as the fun, witty and bold company that is it today, not so long ago, this perception couldn't have been further from the truth. Arby's was struggling. The brand was perceived as old, out-of-touch and had very little relevancy with today's consumers (evidence: Arby's performance 'amongst the worst in modern restaurant history:' analyst). Arby's was an easy target, to say the least.

Then it happened, the Pharrell tweet. As successful and defining as that moment was for...

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