Arby’s Put Its Hat on Rival Mascots in a Fashion-Forward Power Move

Agency Moxie cleverly capped off National Hat Day

Fast food's most famous redheads got accessorized by Arby's. Moxie
Headshot of David Griner

While Burger King is out trolling every clown in town and Wendy’s is eviscerating any rival who sets foot on Twitter, Arby’s has found a slightly less combative way to have some fun with its competitors.

For National Hat Day (truly a holiday honored by all) Wednesday, Arby’s posted a series of images on Instagram featuring fast-food mascots wearing its iconic brown hat. The caption read: “Let’s be honest, our hat makes everyone look good.”

The gallery of topped-off rivals was created by Publicis agency Moxie, based in Atlanta. It’s arguably the chain’s most chapeau-centric marketing move since its viral 2014 tweet about Pharrell Williams sporting a similar hat at the Grammys.

For years, the agency has been behind Arby’s deeply geeky and meticulously crafted social content, for which Arby’s senior director of social and digital Josh Martin was named an Adweek Rising Brand Star and Moxie creative director Jennifer Barclay was honored on Adweek’s Creative 100 in 2017.

While the brand’s social feed is usually devoted to all things video game and anime, Arby’s took a break from pop culture craftsmanship to post the gallery featuring the brows of Ronald McDonald, Wendy, Colonel Sanders and the Burger King:

Arby's hat

Arby's hat

Arby's hat

Arby's hat

Moxie Team:
Jonathan Kudla/VP Client Leadership
Ginger Williford/Account Director
Jared Kozel/EVP Executive Creative Director
Jennifer Barclay/Creative Director
Scott Hunt/Associate Creative Director
Orin Heidelberg/Senior Copywriter
Hughston May/Junior Designer
Caissa Young-Dorion/Associate Director Creative Operations
KD Bridges/Studio Manager
Kirsten Thieman/Content Creator
Jessica White/Producer
Ashlyn Remillard/VP Social Strategy
Mike Singletary/Senior Social Engagement Manager
Cameron Mendenhall/Project Manager
Catherine Morgan/VP Media Director
Nikita Desai/Media Supervisor
Steve Serna/Media Buyer
Helena Wong/Media Planner
Jodi Phillips/VP Intelligence
Anna Neubauer/Manager Analytics
Kameron Akbarzadeh/Analyst

Josh Martin/Sr. Director of Social Media
Jimmy Beck/Social Media Supervisor
Michael Nguyen/Social Media Supervisor

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@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."