Client / Advertiser
It’s not every day you get the chance to disrupt culture with something that upsets the world’s ardent vegan population. Arby’s is known as the QSR brand that’s not afraid to offend in order to reach and amplify the voices of its meat-loving consumer. Arby’s charged Manifesto with creating a year-end earned media stunt that would garner the “oh no they didn’t” cultural moment to keep Arby's front and center in the headlines during the busy holiday shopping season.
The challenge: remind Americans at Arby’s—“We Have The Meats”—and that it’s not just roast beef, but chicken, pork, brisket and more. Despite offering one of the most innovative meat menus of any QSR, for those who haven’t been to an Arby’s restaurant lately, they’re still considered the roast beef guys. Our buzz-building campaign aimed to stir up cultural conversations around Arby’s and their wide variety of meats.
To answer this challenge, Manifesto delivered #MeatSweats. Literal head to toe custom apparel featuring Arby’s signature meats in a photorealistic, audaciously loud sweatsuit delivered to the nation’s most publicly passionate carnivores just in time for Christmas.
Celebrating the greatest Meat Feats of 2017, we launched a give back program to loyal carnivores who highlighted their love of meat on social media — rewarding them with a beautifully-packaged pair of their very own Meat Sweats. Each pair of sweats was wrapped in a bespoke bacon-patterned tissue paper, sealed with a 100% Meat Sweat Certification sticker and wrapped in a bright red #MeatSweats bag just in time for Christmas. Coupled with the product, we assembled a media kit of hilariously styled photos featuring an everyday carnivore in his head to toe Meat Sweats.
Working in tandem with Arby’s PR agency and their internal social team, the plan called for seeding to social media influencers who would help create the cultural tipping point needed to generate carnivorous envy on a societal scale. ESPN commentator and former NFL player Mike Golic, Jr. launched a tweet that got the ball rolling and had the press guessing if he was the secret spokesperson.
-92 Million Total Earned Media Impressions
-3M Broadcast impressions
-59.5 M Digital media impressions
-29.5M Social Media impressions
-Referenced on the Late Night with Seth Meyers
-Social shout-outs, social media engagement and coverage by a dozen + online influencers ranging from late night hosts to YouTube stars, and TV personalities
-Media coverage by Hypebeast, Eater, Golf Digest, Teen Vogue, Delish, Fox and Friends, and dozens of other news and media outlets
-Led to a sales spike of Arby’s biggest sandwiches during campaign window (December-January)
-Generated thousands of social responses, #MeatSweats references, and posts from customers seeking to "earn" a pair of their own.
Scott Davis, Sr. Director of Strategy, strategy & concepting
Adam Pryor, Creative Director, creative and art direction
Tim Dyer, Chief Storyteller, creative direction & copywriting
Dave Dyer, CEO & Managing Partner, concepting and strategy
Alex Jackson, Designer, graphic design
Blakely Dadson, Designer, concepting & creative
Dave Jackson, Photographer, photography
Eisley Creative, Video Production Team, video production
Edelman, PR team, Earned Media/PR
Tyler Sanderson, Art Director, design and art direction
Charles Nevsimal, Copywriter/ACD, copywriting