Context: Arby’s Live Client Brief, VCU Brandcenter | 4-Day Sprint
Team: Cole Farrar, Dominic Militello, Cat Clark, Mimi Arias, Tahmari Tupponce, Debashish Dumbre.
Toolkit: Figma, Adobe Creative Suite, Eleven Labs, GWI
Role: Strategist & Experience Designer

OBJECTIVE

Arby’s wants to increase retention in their rewards program in 2024.

Develop an acquisition strategy centered around Arby’s Rewards and Arby’s Order Ahead platform.

PROBLEM

Most reward programs only reward you when you spend money.
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Existing food rewards programs revolve around a pay to play platform similar to bank and airline rewards programs.

INSIGHT

Relationships with longevity aren’t transactional.
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Rather, longevity and loyalty are found in a loving relationship, and our relationships with restaurants mirror romantic ones as we have crushes & LTRs with them.

STRATEGY

Get into a long term relationship with Arby’s.

Position Arby’s as a restaurant that cares for the longevity of the relationship you share with one another.

CONCEPT

For the Love of Meat.

Leverage dating and relationship motifs and language to invite users into a long-term relationship with Arby’s. This isn’t just rewards, it’s a relationship.

STUNT

Redeem competitor rewards at Arby’s

To kick off the campaign, we sought to address your competitors’ transactional relationships with their consumers to elevate Arby’s loving relationship.

February 1st through Valentine’s Day, we’ll allow customers to use their McDonald’s, Burger King, and KFC points to redeem rewards at Arby’s.

STRATEGIC PLACEMENT

At competitor’s locations

Place out of home advertising strategically next to our targeted fast food restaurants competitors to bring campaign awareness to their consumers.

CALL TO ACTION

Meat Redeemer

Redeem competitor rewards
on the Arby’s app by simply uploading screenshots of your existing points within competitor’s app.

DOWNLOAD APP

Directing people to Arby’s Rewards

PAID PLACEMENT

Meeting our target audience of Millennials where they are already looking for love... on dating apps such as Bumble, Tinder, and Hinge.

PACKAGING INNOVATION

Engaging with existing customers through product packaging utilizing QR codes to direct them to the benefits of Arby’s app and rewards programs.

MAINTAINING APP INTERACTION

Through an engaging relationship

DAILY ENGAGEMENT

We want this relationship to have longevity. The Love Meater provides transparency of where you are in your relationship with Arby’s & encourages engagement in exchange for rewards.

RELATIONSHIP BASED REWARDS

Redeem your rewards in the profile section of the app. As you get further in your relationship with Arby’s the rewards get more exclusive.

EXCLUSIVE OFFERINGS

We’ll announce a new after hours ordering capability within the app with a late night phone booth in select U.S cities.

TIMELINE

Strategic Alignment

CUSTOMER TIMELINE

Aligning to Arby’s internal customer relationship terminology, this campaign sought to define how the relationship would look externally while seamlessly aligning rewards.

CAMPAIGN TIMELINE

Breaking down the campaign into three phases that worked together in garnering engagement and excitement.

PROCESS

With four days to create a full campaign for a live client our team wasted no time. We collectively found our strategic way in, poked holes in it, and then undoubtedly believed in it. From there we let our creativity flow with the target audience and brief objective front of mind... Did I mention our copywriter was tuning in from India?

REFLECTIONS

Aligning to a brand's voice in an authentic way can be simply achieved through a comedic angle.
Crafting work at such a high speed calls for clear communication and collaboration to make sure the team is on the same page.
Immersing yourself into a project with a quick turn around may be overwhelming, but very fun.

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