Arby's isn't just the place to get the meats,
it's the place that has the meats... for sandwiches.
Arby's: Make My Sandwich Campaign
2018 - 2019
Where it Started
Arby’s wanted a social idea that could support their shift into a sandwich forward brand story and spark talkability across platforms. To stand out during National Sandwich Month, the team needed a stunt that was playful, visual, and instantly shareable. The solution was simple. Make art out of sandwiches and let fans ask for their own.
The Idea
We created #MakeMySandwich, a social activation where fans could request custom sandwich portraits. Using Arby’s real ingredients, the team handcrafted portraits of characters, objects, and even competitor mascots. The work lived across Twitter, Instagram Stories, and a day long livestream, all centered on the idea of Arby’s being the place with the meats for sandwiches.
The Results
#MakeMySandwich became one of Arby’s most talked about social moments and delivered strong engagement across platforms. The handcrafted food art drove conversation, sparked playful brand to brand banter, and earned positive reactions from fans.
Highlights:
Gold in Art Direction at the Shorty Awards
Gold Atlanta Ad Club ADDY Winner for Art Direction, Social Media Campaign, and Online Campaign
Silver Atlanta Ad Club ADDY Winner for Social Media Single Execution
Drove above benchmark engagement across Twitter, Instagram, and Facebook:
12M Twitter impressions
11M Facebook impressions
5M Instagram impressions
32K uses of the #MakeMySandwich hashtag
99 percent positive sentiment across social
Received playful replies from competitors including Wendy's, Sears, and Kmart
Became a recurring content format during the Head of Sandwiches era
