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"Arby's Put Its Hat on Rival Mascots in a Fashion-Forward Power Move" - Adweek

Arby's: National Hat Day

2020 | Moxie | Arby's

The Idea

National Hat Day created an opportunity to highlight Arby's most recognizable brand asset. Instead of leaning into competitive banter like many QSR brands, we took a different route. We placed Arby's iconic hat on the heads of rival mascots to create a quick, instantly readable visual joke. It was friendly, clever, and designed to spark conversation across platforms without feeling mean spirited. The result was a moment that felt true to Arby's tone and inviting for fans.


My Role

I came up with the concept for the National Hat Day execution and art directed the creative approach. I designed the visuals and worked with the team to shoot the final images, ensuring each visual landed quickly and felt aligned with Arby's tone. I shaped the look, feel, and clarity of the final assets so the idea read instantly and invited playful engagement across platforms.

The Results

The National Hat Day post became one of Arby's strongest social moments for the quarter. It drove above benchmark engagement, sparked brand to brand interactions, and earned pickup from the industry.


Highlights:

  • Featured in AdWeek and noted across trade outlets

  • 37,525 Instagram likes, 1,035 comments, and 10,672 shares organically

  • 25,288 Instagram likes, 941 comments, and 1,626 shares via paid

  • 2,741 Facebook likes, 158 comments, and 293 shares organically

  • 16,469 Facebook likes, 1,054 comments, and 2,737 shares via paid

  • 546 Twitter likes and 109 shares organically

  • 1,432 Twitter likes and 148 shares via paid

  • 1.3x Arby's average Twitter engagement

  • 1.7x Arby's Instagram benchmark

  • Playful replies from Wendy's, Sears, and Kmart

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