Arby's

When Arby’s set out to re-launch its limited-time-only Smokehouse Brisket sandwich, the brand knew the sandwich’s reappearance onto the world’s stage needed to be nothing short of “smokin’ hot.” Leveraging the reach and authority of GWR™, Arby’s teamed up with Fallon, its advertising agency, to inspire a viral phenomenon to convert skeptics doubting the genuine quality of its painstakingly-smoked brisket.

After 780 minutes featuring its brisket slowly basking in the smoker, Arby’s broke the record for the longest television commercial. The record attempt not only generated a buzzworthy campaign but also infused credibility into the trusty process used to smoke the quality meat.

Along with its record-breaking ad, Arby’s created a “meat feed,” which featured social commentary at various smoking milestones, relevant meat facts, and incentivized audience engagement with prize announcements. At a reported fraction of its typical yearly advertising spend, Arby’s declared The Smokehouse Brisket Sandwich “one of the most successful limited time offers in Arby’s history.” A microsite was created for the launch to drive ongoing traffic to the content, featuring an encore of the broadcast and $20K worth of BBQ-themed prize giveaways.