Arby’s uses paranormal medium for new campaign

Arby’s is channeling the paranormal in a campaign to promote its new Hot Turkey or Roast Beef Three Cheese & Bacon sandwich. For its “Believe the Unbelievable” campaign, four documentary-style videos show real people telling their personal tales of UFO sightings, ghosts, spirit-channeling and other supernatural activities. At the end, the interviewer asks if they […]

Arby’s is channeling the paranormal in a campaign to promote its new Hot Turkey or Roast Beef Three Cheese & Bacon sandwich.

For its “Believe the Unbelievable” campaign, four documentary-style videos show real people telling their personal tales of UFO sightings, ghosts, spirit-channeling and other supernatural activities. At the end, the interviewer asks if they would believe Arby’s now has a three-cheese and bacon sandwich with hot turkey or roast beef, and the subjects express their disbelief.

The idea is to show “absolutely 100% real people who have these unbelievable stories and the only thing they’re not going to be believe is Arby’s new sandwich,” said Andrew Simon, chief creative officer at Blammo, Arby’s agency of record.

The agency team, along with production company Suneeva, researched Canadians who have experienced otherworldly activity. They conducted phone interviews with a large group of people, then handpicked five individuals (including one couple) to tell their stories on camera. The subjects were informed of the Arby’s campaign and knew they would be asked about the sandwich, said Simon.

“We didn’t want to make fun of these people,” added Simon. “It wasn’t about ‘these people are kooks’ or anything, it’s just that these are cool stories and we’re observers to that, and then we asked them about our product news.”

Four videos are on YouTube and are being promoted on Arby’s Facebook page as well as through banner ads.

Editing was done by Panic & Bob, while RMW Music handled sound design and music.

Brands Articles

Toronto waterfront neighbourhood gets a creative rebrand

Raw Design invites young creative Torontonians to herald City of Arts

Hershey spreads Reese brand into new market

Consumer demand pushes new product into competition with Nutella

Bullseye – Remember Equity?

Campaigns used to run for years. But as Mike Tennant observes, marketing has become mostly short-term plays

Douglas Coupland to create 3D artwork for Simons

National tour of retail locations will culminate in 2019 unveiling

Walmart.ca to offer online grocery pickup orders

Service launching in Ottawa at 11 locations

WestJet’s expert social media response to bomb hoaxes

The airline's transparent approach has helped calm nerves

Lexus gets Maclean’s cover treatment

Automaker gets in early on cover/table of contents offering

Kids Help Phone reaches out with fundraising campaign

Charity's first mass campaign since 2012 targets female donors