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About two years ago, Arby's decided it was ready to try something new. The fast food chain was too far below the radar in a highly competitive field that often requires bold branding.
Just three months into his role as Arby's CMO, Rob Lynch brought in Minneapolis-based Fallon Worldwide as the brand's agency of record to reposition the brand. At the time, Arby's "Slicing up Freshness" campaign, envisioned by Crispin Porter + Bogusky, had fallen flat, so Fallon was tasked with making Arby's the meat destination in its fast food category.
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