Arby’s
In 2025, we took over the Arby’s social business and reinvigorated the brand on social by doubling down on Unapologetic American Abundance. From LTO launches to celeb collabs and all the evergreen stuff in the middle, we’ve made a ton of content that’s attracted an entirely new audience to the iconic brand.
Social Media
PRESS // Dextero,
Grand Theft Auto 6
In late August 2026, Grand Theft Auto 6 FINALLY released a their gameplay trailer. To our surprise, they clearly parodied Arby’s within it. So we acted fast and within a few hours had a social response up, leaning into the callout. The results paid off big time with over 12 million organic impressions and a handful of earned media hits.
In July 2026, we straight up invented an unapologetically abundant sandwich — the Mac & Cheesesteak — as a response to the the countrywide panic over the diarrhea parasite outbreak associated with lettuce. It obviously had zero leafy greens, as you would expect from Arby’s.
All this lead to one the best sales weekends for both Mac & Cheese *and* Cheesesteaks. Coincidence? Nah, I’ll take the credit.
Mac & Cheesesteak
Nothing gives you clearer feedback that a brand’s tone and perspective is working than a text-driven platform. That’s why X has been ground zero for building the new Arby’s tone of voice. These are just some of my favorite top performing tweets that helped contribute to the over 400+ million organic social impressions across all channels that we’ve racked up since managing the brand.
X Brand Voice
CCO // Avi Baliga
ECD // Patrick Tice
CD // Matt Butler
ACD // Sarah Southerland
Sr AD // Tucker Lund
Creators // Nell Springer, Knox Thompson