Geeking Out with Arby's
Agency: Moxie •
Client: Arbys Restaurant Group- Inc. •
Category: Art Direction •
Award: Bronze Award
In September 2015, brand sentiment for Arby's was -8%. Our goal was to not only elevate that historically low number, but to also propel the brand to the forefront of the QSR category -- an extremely cluttered space where advertisers were outspending Arby's at an exponential rate. Despite Arby's 50-year legacy, it wasn't part of the cultural conversation and didn't have an authentic way to join in. Cue the reinvention and rebirth of Arby's Social Marketing.