Arby's was known for their signature roast beef sandwich, not their 17 other sandwiches. The client turned to us to help refresh the Arby's brand position to showcase their variety. Arby's wanted to dominate the sandwich conversation—a conversation they were not even in.
The most direct way to let people know you make handcrafted sandwiches is to make them handcrafted sandwiches.
So, we did that. Literally.
Using only Arby's sandwich ingredients, we created custom handcrafted portraits by request using the hashtag #MakeMySandwich and then we posted them in real time on Twitter. Knowing the social feeds of QSR audiences are filled with quick-turn photoshopped content, we had a hunch that personalized handcrafted compositions would be compelling and scroll-stopping enough to get noticed and be highly shared organically. We were not disappointed — and everyday Arby's fans were not the only ones getting in on #MakeMySandwich.
We made handcrafted portraits for singer David Archuleta, pro wrestler Xavier Woods and brands such as Moon Pie and Buffalo Wild Wings. Even Wendy's, a competitor of Arby's notorious for snarky antagonization of brands, requested a custom portrait. We got to work (but with the added "topping" of an Arby's hat).