GOOD MOOD FOOD

THE CHALLENGE

The hamburger craze started to impact sales since Arby’s key offering is roast beef sandwiches.
Our clients wanted to tell the story that lean roast beef and garden fresh salads provided a better option.

THE APPROACH

To help bring the “Arby’s. It’s Good Mood Food” idea to life, we created a recurring character named RB. RB is a nod to the Raffel Brothers who founded Arby’s in 1964. He is an eternally optimistic advocate for the Arby’s brand, who pops up with Arby’s food in various situations and scenarios to produce a good mood.

We delivered an integrated campaign that drives Good Mood Food through everything Arby’s does, from TV to radio to in-store to Facebook and Twitter, store operations, website, packaging and corporate identity.