Arby's
Role: Copywriter
As lead writer on the Arby's account, I directed concepting and copy for point of sale pieces, mobile communication, experiential events, digital content, and brand activation.
Arby's hunting activation, spearheaded by the launch of a limited-time only venison sandwich, created an opportunity to target a unique subset of Arby’s audience--hunters--a group that indexes high with QSR but is mostly neglected by Arby’s competitors.
By speaking directly to this group using language and tone relevant to their passions, the program effectively generated massive buzz across pop culture, culinary, trade, and general interest media, with all stores selling out their entire stock of Venison sandwich in just one day, some stores in as few as 15 minutes.
A strategic set of point of sale elements, such as door clings, counter cards, and t-shirts, created an exciting and cohesive in-store environment for the promotion.
