Arby’s was looking for a big splash in culture that would garner earned media attention and close out the year as the topic of cultural conversation. Not to mention—remind meat-lovers, Arby’s has way more to offer than just roast beef.
Meat enthusiasts feel cornered in a culture trying to tell them what they can and can’t eat. The American carnivore wears their love of protein on their sleeve night and day.
To answer this challenge, Manifesto delivered #MeatSweats. Literal head to toe custom apparel featuring Arby’s signature meats in a photorealistic, audaciously loud sweatshirt and matching sweatpants delivered to the nation’s most publicly passionate carnivores just in time for Christmas.
But there’s a catch: they can’t be bought. They have to be earned. From fans who’d tackled Arby’s Meat Mountain (an almost impossibly large sandwich featuring all their signature meats) to smoking meat for 24 hours straight and beyond, carnivores who earned Arby’s respect for their love of meat were the unsuspecting target of our surprise & delight campaign.
Garnered over 90M media impressions in less than 2 weeks
Covered nationally on Fox & Friends with on-air appearance
Covered on all Fox news affiliates across the country
Picked up in Delish, Food & Wine, Golf Digest, HypeBeast, Teen Vogue, Eater, Yahoo and more
Called “an instant internet sensation” by Promo Magazine
Covered on Late Night With Seth Meyer
Delivered to 150 meat enthusiasts and influencers