@Arbys Turns Brisket into PR Gold with 13-Hour Commercial


A screencap of the Arby's brisket commercial.

A screencap of the Arby's brisket commercial.

As far as PR stunts go, the one that Arby's recently pulled off now ranks among the longest—and simplest.

Arby's was looking for ways to get the word out about the reintroduction of its Smokehouse Brisket Sandwich. On Saturday, the restaurant chain aired a 13-hour commercial consisting of a single take of a brisket being smoked at one of its smokehouses in Texas. Call it Yule Log for brisket lovers. The spot—which concludes with Arby's corporate executive chef Neville Craw assembling a brisket sandwich using the freshly smoked meat—shattered the Guinness World Record for the longest commercial ever aired.

Arby's on Wednesday posted its sizzling 13-hour film on the Web, showing it on a special website, which enticed viewers with prizes that popped up intermittently, including 13 cash prizes of $1,300.

The goal of the project? Matt Heath, creative director at Arby's agency of record, Fallon, told The New York Times that the goal was to demonstrate that the flavor of Arby's brisket is real—not from a bottle—and that Arby's actually smokes its meat for 13 hours.

And with the story of Arby's extra-long commercial garnering stories in places like the Times, Slate, Mashable, Inc., Business Insider and pretty much everywhere else, it looks like the company has accomplished that messaging goal.

Through a clever convergence of paid, owned and earned media, a simple display of a process that takes place without much fanfare everyday at Arby's own facilities turned into a winner for the restaurant chain.

For PR pros, Arby's stunt provides an interesting lesson: When looking for ways to promote your products and services, sometimes its best not to look too far.

Follow Brian Greene: @bwilliamgreene


2 Comments

avatar

About Brian Greene

Writer/Editor, PR News



Deals of the Week

Get $150 Off PR News' Social Media Summit

Social Media Summit with Taste of Tech 2015Join PR News at the Marriott Marquis in New York on Oct. 5 for the Social Media Summit, where expert communicators will share in-depth case studies from their social efforts. “Taste of Tech,” a unique element of the Summit, will feature partners who “get PR” and can help you make your social initiatives more impactful.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook

PRNews-Crisis-guidebook-180x150-sb

Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.