Something Small is Coming
In 2025, the Arby’s business was up for grabs. After a three-month-long pitch where Harper Barth, two killer CDs, Jason Lane and Christopher Vanderkleed, and I were the main creatives on the pitch, we won and got to sink our teeth into the meats.
Our first campaign? The launch of something big, erhm, small.
When you have big news, you go big. But what do you do when your big news is the fact that you revolutionized steak into something small?
We took over major cities with ads teasing that “something small is coming,” then flipped them at launch to reveal Arby’s Steak Nuggets and declare that something small had arrived.
We then launched a series of spots showcasing the Steak Nuggets in all their glory with the newly cast brand voice Keegan Michael-Key.
We also brought the campaign to social and partnered with @nugget to spread the word about Steak Nuggets to their 9 million followers. A simple swap of the profile pic kicked things off, then when steak nuggs went live so did our memes.
