Arby’s challenged us to deliver a breakthrough concept that would build buzz around the brand at the end of 2017. In response, we delivered #MeatSweats—a social media driven campaign giving the most outspoken meat lovers their very own pair of actual head-to-toe Meat Sweats. In just six weeks we concepted the campaign, developed the assets, developed an influencer strategy and created a custom product that began to hit carnivores’…
doorsteps just in time for Christmas. The program resonated instantly with Arby’s fan base was blanketed with coverage ranging from Fox &, Friends to Late Night With Seth Meyer, celebrity shout-outs on twitter and sassy articles from dozens of news outlets like Delish, Food &, Wine, Golf Digest, HypeBeast, Teen Vogue, Eater, Yahoo and more. The campaign garnered millions of media impressions and was hailed as “an Instant Internet Sensation.”
