winner, brandcenter sprint, 2024

Arby’s Ask:

Bring Millennials into Arby’s via the app.

Problem

Arby’s carved out a market by being unapologetically pro-meat, but that left them with a mostly male, Gen-X and Boomer clientele.

Opportunity

Younger generations eat differently: they’re not motivated by meat. But they love fries on a spiritual level, and [consults research] Arby’s has the best fries.

Strategy

Leave a trail of curly fries leading Millennials to the Arby’s app.

if Millennials are meh on meat, Let Them Eat Fries.

Millennials (and Gen Z) are increasingly flexitarians who don’t see meat as essential to their diet. And Millennials love themselves some snacks/sides, often more than the main courses.*

Through social listening, a 50-person survey, person-on-the-street interviews, and our own taste tests (all completed during a 4-day sprint), we learned Arby’s curly fries were overwhelmingly the most beloved menu item by younger generations.

Having the best version of a universally loved thing puts Arby’s in very special position. That’s why we’ll use Arby’s curly fries to lead Millennials to the app.

*Forbes, “Millennials and Gen Z’s rebellion against their parents’ rules is spawning a $181 billion industry”; Supermarket News, “72M U.S. households consider themselves ‘flexitarian’: report”

Concept

Fry Time is a celebration of Arby’s most beloved menu item, curly fries. It’s also a way to use deals on fries to get folks to download the app. To ease into the idea (because Arby’s Has the Meats), we imagined it as a fry-based happy hour.

But we think that Fry Time can easily become much bigger: a new point of view for Arby’s that welcomes in younger generations.

Creative Strategy

HOW FRY TIME LEAVES A TRAIL OF CURLY FRIES TO THE ARBY’S APP

Awareness: a 30s spot introducing Fry Time, a social campaign, and a fleet of Fry Time food trucks.
App updates: to better reflect the typical user journey (e.g., redeem in-store).
Signage: Fry Time signage inside and out to give non-app users FOMO.
Merch (via the app): for superfan Fry Timers, and to earn us some media.

Building a bridge to Fry Time

Fry Time is 2:06-3:28 (the curliest time, obviously) when people can get deals on fries using the app, but it’s also a balancing act: our creative plays with the tension of The Fries taking the stage in the home of The Meats.

The new voice of Fry Time

If Ving Rhames is the voice of The Meats, I thought The Fries should have a distinctive voice, too, and suggested Ayo Edebiri (Sydney from The Bear). Emery Schindler (copywriter) ran with that idea, creating 30s spot below.

Awareness

Making Fry Time a really big deal.

The campaign begins with the 30s spot introducing Fry Time and its point of view. You should watch it: it’s the rug that ties the whole room together.

We’ll head to office parks and job sites on 2/6 and 3/28 for a stunt featuring a fleet of Fry Time trucks offering free fries if you download the app.

Curly social will be timed to Fry Time, for our Fry-or-Dies who don’t have push notifications enabled. We’re leaning in to the fun, mildly absurd social voice that Arby’s already uses.

App Updates

So the Arby’s app meets user needs.

Ordering options: Not all Fry Timers want to order ahead, so we’re adding a “Redeem In Store” feature that puts Arby’s in line with the most successful QSR apps.

Merch integration: Arby’s has a history of merch drops that instantly sell out, so we want to drive that core fanbase to the app.

signage

To send out the Fry Time bat signal and inspire FOMO in non-app users.

Outdoor signs: When it’s Fry Time, a sign will light up, a la Krispy Kreme’s “Hot Now” sign. Decals will explain Fry Time to the uninitiated.

Indoor signs: We’ll place signs telling people where to pick up their fries, which will also inspire FOMO from guests who aren’t using the app. Good news: there’s a giant QR code.

Merch

To reward our Fry-or-Dies and drum up some earned media.

You need curly fry laces because, when it’s Fry Time, there’s no time to tie normie shoelaces.

Curly fry embroidered jeans because a really good pair of jeans is the only thing that’s as universally beloved as Arby’s curly fries.

A watch that only displays Fry Time because what else would you need a watch for?

“You all took

a big swing

and it paid off.”

-Sarah Weeden, Director of Marketing, Arby’s

Fry Time allows Arby’s to still have The Meats while letting The Fries have their fun, featuring a snack and using a voice that makes Arby’s a friendlier space for Millennials (and Gen Z).

Ultimately fries are just a foot in the door. If you give someone a fry, they’re going to need a Coke, a Wagyu Beef Burger, some Juicy Nuggets, and/or a Jamocha Shake.

Before we know it a whole new generation will have The Meats, The Fries, and The App.