Arby's "Operation MEAT"
Much of Arby's fan base is Republican, lives in rural areas or smaller cities, and identify with Arby's masculine tone and mouth-watering options. We were challenged with engaging this base of consumers in a way that would not only build brand perception, but also increase visitation and drive sales.
Our solution? Operation MEAT (Materials Essential to All Troops). This activation would partner with supportOurTrrops.org to deliver Arby's care packages to troops overseas. These care packages would be filled with Arby's branded items–items that troops need the most. things like sunscreen, lip balm, USB disks and beef jerky.
What I did:
Creative Direction / Concept / Layout / Mock Ups
Packages would be sent via a "buy-one-send-one" stye promotion in stores. Consumers would purchase off of a special menu, and would be prompted to send a tweet or text message while they waited.
When the troops received these care packages, the items inside would be wrapped in Arby's signature brown butcher paper, with all of the encouraging tweets and texts printed on them.