The Story

When Arby’s introduced its new Brown Sugar Bacon, it was so good we worried vegetarians might be tempted to indulge. To help our leaf-eating friends keep their temptations at bay, we created the Vegetarian Support Hotline, 1-855-MEAT-HLP, for those needing help during this difficult time.

The Impact

By targeting Arby’s “anti-audience” with a tongue-in-cheek program, we inspired meat lovers to take action, making Brown Sugar Bacon Arby’s most successful 2015 product launch.