Handcrafted social content made entirely from Arby's packaging that was built to stop the scroll.
Arby's: Meatcraft
2018 - 2021
The Strategy
Arby's wanted to create content that people would actually care about. The path was simple. Show up inside the fandoms fans already loved and do it in a way that felt authentic. We created handmade fan art using nothing but Arby's packaging and basic craft materials. Each piece tapped into a show, game, or cultural moment and positioned the brand as a fellow fan instead of a faceless advertiser.
My Role
I supported the Arby's social team as a Creative Resident and Junior Art Director. I helped concept new fandom driven ideas and took on several builds myself. I handcrafted the pieces using Arby's packaging, then art directed, photographed, and edited the content for social. I also helped identify which shows, games, and cultural conversations were worth responding to based on what was trending online.
The Results
Meatcraft became a recognizable part of Arby's online identity and consistently outperformed the brand's engagement benchmarks. The handcrafted work earned genuine reactions from fandom communities and helped set the tone for Arby's presence across social platforms.
Highlights
12th annual Shorty Awards Finalist for Strongest Brand Love
Averaged more than 12% on Instagram in 2019
Outperformed the industry norm of 1% to 3% engagement
Doubled the rate of what is considered a highly engaged brand at 6%
Contributed to 19% year over year follower growth across channels
Earned multiple industry awards and strong positive reactions from the ad community
Helped establish Arby's as a standout on social with clever, handcrafted content