MEAT DISCREETLY
ARBY’S
1 IN 3 VEGETARIANS LIKE TO EAT MEAT WHEN THEY’RE DRUNK. *
Commitment is hard, so Arby’s is here to help these cheating vegetarians abandon their convictions and give into their carnivorous temptations—because if they’re going to be bad, it better be good. Every time they’re craving a secret judgement-free rendezvous with deliciousness, vegetarians can rest assured knowing that their secret is safe at Arby’s.
*And 70% of them aren’t willing to admit it.
So we created a special secret code that vegetarians can use when they order at Arby’s to make it easier than ever for them to cheat on their diet—and not get caught.
All they have to do is ask for their meal to be “grass fed”.
The Bag
Gone are the days of shamefully burying your bright red Arby’s bag at the bottom of the trash can and hoping no one will notice, every “grass fed” meal comes in nearly nondescript packaging.
The Receipt
Broccoli sandwiches and tofu melts? Not really our style. But that’s exactly what you can expect to see on your receipt when you opt to make your meal “grass fed”. At the bottom of every discreet receipt is a QR code that leads to an exclusive offer from Uber for a discounted ride home.
The Ride Home
Getting drunk and cheating on your vegan diet isn’t a crime, but drunk driving is. To enable their drunken late-night cravings, Arby’s is partnering with Uber to make sure they get there safely.
The Spray
To help you really destroy all of the evidence, every “grass fed” combo meal comes with a bottle of Garden Party. We collaborated with well-known secret scent innovators No Nose Co. to create a special fragrance with notes of lettuce, tofu, and wheatgrass that you can spritz on the go to help mask the smell of meat that might linger on your clothes.
The Gum
Parting with the meaty taste that might linger on your tongue is such sweet sorrow, but it must be done. To rid yourself of meat breath, cap off your “grass fed” meal with a stick of ultra-powerful minty gum.
ART DIRECTION: MEG PLATT & SEBASTIAN COLLAZOS
COPYWRITING: CAT ZELENKA