We Make Sandwiches
The Ask :
Arby’s was known for their roast beef, but with 17 other types of sandwiches on the menu, Arby’s wanted to lead the sandwich conversation among fast food competitors. The goal wasn’t just to get them in the sandwich conversation, but dominate it on social.
The Idea :
Using the handmade Arby’s sandwiches we planned to promote as inspiration, we stepped away from the typical digital production used on social and hand crafted a social brand activation that nobody’s ever seen before.
We made our content relevant by leaning into the personal nature of social and offering to make people sandwiches. Literally.
From celebrities to everyday people, we meticulously handcrafted portraits using only fresh Arby’s sandwich ingredients. These hyper-personal meat masterpieces cut through the clutter of disposable digital postings. If you posted a request to @Arbys with #makemysandwich, you got a freshly handcrafted sandwich portrait. Our team made close to 1,000 in the first week alone. We got so many requests, we ended up launching @sandwich on IG as an all new content channel just to house Arby’s sandwich portraits.
The Results :
The campaign drove a 99% positive sentiment on social along with 17 Million Twitter Impressions, 11 Million Facebook Impressions, and 5.5 Million Instagram Impressions. Arby’s dominated the social sandwich conversation.
“Arby's is coming for you Subway. They've got an actual sandwich artist on staff somewhere.”
— Thrillist
“@Arbys is killing it with the #MakeMySandwich tweets!”
— Twitter user @MikeRomeWWE
“I really want in on this @Arbys #MakeMySandwich action lol”
— Twitter user @BlackstinNova
“hey Arby’s! Are you still making sandwiches? I’m hungry too! #MakeMySandwich”
— Twitter user @Mort3mer
Team Project :
Partners :
Larissa Greer - Hologram Studio
Michael Mussman
Lindey Dowell Photography
My role :
Creative Director with hands on oversight from concept to launch. Including real time creation of many sandwich portraits.