Saucepocalypse
Giving Fans Something To Shout About
In 2013, Arby’s fans had a real “beef” with the brand: one-third of all Arby’s-related comments on social media related to not having enough sauce, spurring Arby’s to finally make their sauces available by the bottle. With the launch scheduled over Halloween, we asked fans to share their scariest moments of being sauceless. Then, we turned those nightmares into personalized social content, and—with the conversation at its peak—announced the sale of Arby’s sauces-by-the-bottle and the end of the “Saucepocalypse.”
ART DIRECTOR x CONCEPT ARTIST x WRITER x RETOUCHER
Social Content/Fan Posters
During the week of Halloween, we created vintage-style movie posters inspired by fans’ social media posts.