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. 

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

Arby's, who have the meats, is launching a new lineup of three Market Fresh Wraps this month to save you from all the gut bombs, greasy burgers, and pizza that just don't pair as well with the heat of summer. Well, they are looking for your help coming up with an amazing, thumb-stopping, headline-grabbing activation concept that gets everyone talking about these New Market Fresh Wraps and sends them running to their local Arby's to try them out. 

What is an "activation" you ask? Getting to the meat of the matter, it could be a viral social media campaign or challenge, an event or publicity stunt, maybe even a cool team-up or partnership. The world is your meaty oyster here! Your concept just needs to be mold-breakingly awesome and makes people want to try those delicious wraps.

Still not sure what we're talking about? Check out some past Arby's activations down in the background section and the delicious Market Fresh Wraps down in the assets tab.

 

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, upbeat
   

EXECUTIONAL MANDATORIES: 

• Stay away from concepts that focus on healthiness. These are high-quality FRESH wraps that also have the meats.
• 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.

In order to be considered for this project, you must include the below materials in your concept:

• TITLE (REQUIRED): Tell us the title of your concept in 50 characters or less.
  
  
• CONCEPT (REQUIRED): Tell us your concept in 250 characters or less. Your concept should describe what your activation is, why it will capture people's attention, and how it will drive people to Arby's restaurants to try their New Market Fresh Wraps. 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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