Arby_MeatSweats_Hero-01.jpg
Arby_MeatSweats_Hero-01.jpg

Arby's Meat Sweats


SCROLL DOWN

Arby's Meat Sweats


Arbys.png
 

Challenge

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.

INSIGHT

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.

 
ArbysMeathead-sticker-template.png

SOLUTION

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

 
 
 
 
Arby_MeatSweats_DetailCard.png
Arbys-meatsweats-animation.gif
Arbys_MeatSweats_ProductAttributes_v1-01.jpg
 To those who earned it, they recieved the Meat Sweats delivered to them. 
2.jpg
foodbeast.png
Arbys_MeatSweats_bacon.png