Arby’s
Quick Brief
Just a taste.
Realizing that Arby’s core audience is older and shrinking, Arby’s wants to diversify their consumer base to a younger
millennial audience.
Arby’s asked us to build awareness around their Rewards program and drive new users to it. What we realized is that the ask is so much bigger than just an app.
Problem
Arby’s isn’t top of mind when it comes to fast food.
Arby’s has been repeatedly dogged in the media. A 1998 episode of The Simpsons gave us the line, “I’m so hungry, I could eat at Arby’s.” And let’s not forget Jon Stewart’s hatred for Arby’s which he routinely mentioned on The Daily Show.
Through social listening and interviews, we found that the media had an effect: millennials aren’t considering Arby’s when looking for fast food. According to Arby’s, current millennial customers only come once a quarter.
Target Audience
Premium meat eaters.
Millennials have discerning tastes. And that’s not a bad thing. When choosing what to eat; they want the good stuff, the best stuff, and they’ll spend to get it. Arby’s must guide these premium-loving consumers to evolve their taste through their rewards app.
Insight
People’s love for meat drives invention.
As we began our research, we made a startling discovery. Our world revolves around meat. Every invention has been in service of the meat. We invented the knife to cut the meat, fire to cook the meat, the wheel to move the meat. So, this begs the question, why did we invent the smartphone? To get our meats faster.
We need to communicate to a new, younger audience that Arby’s is a place for premium meat eaters - where being just a carnivore is no longer good enough.
Strategy
Arby’s, evolve your taste.
Creative Campaign
