Arby's Restaurant Group, Inc.

Jeff Baker, Senior Director, Brand Experience
Rob Lynch, Chief Marketing Officer

Fallon *Lead Agency

Rachel Tonneson, Account Manager
Chad Koehnen, Planning Director
Ellery Luse, Strategic Planner
Chris Campbell, Account Director
Ted Knutson, Executive producer
Rocky Novak, Managing Director
Matt Heath, Creative Director
Jeff Kling, Chief Creative Officer

Arbys has been irrelevant in culture for the bulk of its 50-year history. Being outspent in the QSR category multiple times had compounded the lack of cultural conversation about the brand. One of the few areas of social conversation about the brand stemmed from being the constant butt of Jon Stewarts diarrhea jokes. While other brands threatened to pull advertising for similar ribbing, we doubled down, sending food to the show, creating a Jon Stewart sandwich, offering him a job, and creating custom ads. And then we won.