Arby’s probably has the most recited tagline in the country ("We Have the Meats") and the most distinct tone-of-voice in the fast-casual food category. 

DEEP FRIED TURKEY PRODUCTS AND DESCRIPTIONS:

• Deep Fried Turkey Club Sandwich: Deep fried turkey breast, natural cheddar cheese, pepper bacon, lettuce, tomato and mayo on a toasted star top bun.
• Market Fresh Cranberry Deep Fried Turkey Sandwich: Deep fried turkey breast, natural Swiss cheese, pepper bacon, lettuce, tomato, and mayo with cranberry spread on honey wheat bread.

PAST ACTIVATIONS AS REFERENCE FOR INSPIRATION OR TONE: 

• The Puzzle
• LaDanian's Steakhouse
• The Marrot
• King's Hawaiian Getaway
• Pepsi
• Jon Stewart
• Pharrell's hat

To ensure that you don't burn your house down, Arby’s is bringing back, by popular demand, the most dangerous way to cook turkey – Deep Fried Turkey!

We all know deep-frying is the way to go for that juicy, tender turkey of your Thanksgiving dreams, but it's also a process best left to the meat experts at Arby's. And they have delivered with two plucky sandos, the Deep Fried Turkey Club Sandwich and the Market Fresh Cranberry Deep Fried Turkey Sandwich.

Now we need you to deliver on an activation concept to celebrate the glorious return of Arby's Deep Fried Turkey. Don't be afraid to be bold, your concept could be a simple text reply or a produced video, online or IRL, a PR stunt, or even a celebrity gobbling on about turkey. It is all up to you, but make sure your answer surprises, excites, entices, and most importantly drives people to Arby's!

Still not sure what we're talking about? Check out some of Arby's most memorable past activations down in the Background section.

 

EXPOSURE: On the front pages of the USA Today, NY Times, or other Major Networks of course!

 

TARGET AUDIENCE:

• Suburban Millennials who frequent fast food.
• People who appreciate eating real food with great ingredients, but aren't health nuts.
• Those who believe food is fun and meat should be at the center of every meal.

 

TONE: 

• Fun, tongue-in-cheek, and upbeat.
• Be honest, authentic, and real.

EXECUTIONAL MANDATORIES: 

• Your concepts MUST be awesome and highly shareable!
• Please DO NOT include concepts that involve Arby's restaurants changing their daily operations on a national level. Events in a single store are fine.

Tell us your concept in 250 characters or less. Your concept should describe an activation idea that celebrates the return of Arby's Deep Fried Turkey as well as how it will drive people to Arby's restaurants. Remember, a concept is not a detailed script — it is a spark of inspiration or a distillation of what will happen in the activation. As always, concepts should be clever and engaging.

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