Arby's

Rob Lynch, Chief Marketing Officer
Jeff Baker, Sr. Director, Brand Experience

Fallon *Lead Agency

Jeff Kling, Executive Creative Director
Matt Heath, Creative Director
Ted Knutson, Executive Producer
Rocky Novak, Managing Director
Chris Campbell, Acct. Director
Ellery Luse, Strategic Planner
Kelly Holley, Strategic Planner

Initiative

Arbys was chugging along, keeping pace with the QSR category. But increasingly, they were seen as a place known only for Roast Beef. Theres nothing wrong with roast beef, but its a limiting occasion. If Arbys could become associated with MEATS, it would open them up to new occasions and more frequent visits. And so, Arbys We Have the Meats was born. The campaign catapulted sales 12% and increasing consumer trial of menu items beyond the tried and true Roast Beef.