Live Client
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Live Client ~~
Arby’s | Loyalty App Campaign
Get millennials to join and repeatedly use the Arby’s Rewards App.
Preview:
Everyone knows Arby’s has the meats, but yet they struggle to bring in new customers. Realizing their core audience is older and shrinking, Arby’s wants to diversify their base by tapping into millennials. Arby’s asked us to build awareness around their Rewards program and drive new users to it.
From briefing to presentation, we had 5 days.
My Role:
Lead Project Manager
1:1 Interviews with Meat Eaters
Social Listening
Deck Flow + Narrative
Competitive Analysis
Comms Planning
Client Presentation
Desk Research
THE BRIEF
Problem:
Arby’s isn’t top of mind when it comes to fast food.
Arby’s has been repeatedly dogged in the media. A 1998 episode of The Simpsons gave us the line, “I’m so hungry, I could eat at Arby’s.” And let’s not forget the Arby’s hate Jon Stewart routinely mentioned on The Daily Show.
Through social listening and interviews, we found this had an effect: millennials aren’t considering Arby’s when looking for fast food. According to Arby’s, current customers come once a quarter, if at all.
Target:
Premium meat-eaters.
Millennials have a passion for premium. When choosing what to eat, they want the best and they’ll spend to get it. Arby’s has an ever-evolving meat selection that now includes Wagyu. You don’t need to watch The Menu (2022) to know that’s premium.
Insight:
People’s love for meat drives invention and advancement.
Our lives revolve around meat. Think about it, every invention of humankind has been in service of the meat. We invented the knife to cut meat; fire to cook meat; the wheel to move meat.
So, this begs the question, why did we invent the smartphone? To get better meats faster.
We need to communicate to a new, younger audience that Arby’s Rewards is a place for premium meat eaters - where being just a carnivore is no longer good enough.
THE STRATEGY
Evolve your taste.
THE CREATIVE
Creative Concept:
Become an Arbyvore.
Noun: (n)
A person who is a premium meat devotee committed to the meats, and sharing the good word of the meats.
Join the evolution through the rewards app that takes meat-loving to the next level.
Out-of-Home
Digital Ads
A true Arbyvore would be concerned about the Meat Score of their current or future home. We took a typical digital ad and elevated it to meet our millennial customers in unexpected ways.
Arbyvore App
A recurring problem with Reward programs is they often have to give freebies to bring in customers. We looked for ways to tap into millennial culture that would entice them to not only use our app, but return to it - even if we aren’t giving away something for free.
We used traditional gamification elements, coupled with new features such as a Meat-captcha - to prove you’re an Arbyvore, Horseyscope - to see how meat will impact your day, and a meat-mergency button.
Meat-mergencey In App
Ever been to a vegan wedding?
That’s what Arbyvores call a Meat-mergency.
Use the meat-mergency button in app to claim limited time deals driving app usage by saving Arbyvores in crisis.
The Great Meat Relief
There are only two states that don’t currently have an Arby’s - Vermont and Rhode Island. No Arbyvore would let another Arbyvore go meatless, so we developed a Meat Relief Package. Customers can now send meat to an Arbyvore in need.
This stunt would help to raise awareness and drive earned media around the Arby’s Rewards app.
Gratitudes and Learnings
Working on a sprint timeline I learned how to get research done quickly, how to ideate under pressure, and most importantly, how to kill ideas that aren’t working. During this week, I got to flex my strategy hat, while also acting as project manager, making sure the team hit daily deadlines. We presented to the client and received praise for making the app about The Meats, and extending their current campaign to reach new users in a way that elevates Arby’s established tone and brand.
The Team
Art Director - Raquel Fereshetian
Copywriter - Celeste Chance
Strategy - Chelsea Glowacki
Strategy - Sarah Gray