Arby’s Cheesesteak Deployment

An American icon deployed in the most American way possible.

Arby’s relaunched its Cheesesteak nationwide just in time for the NASCAR Race the Base, fast cars on a military base for America’s 250th—basically the most America—America gets. And they wanted to go big, loud, and fast to deploy one of America’s most iconic sandwiches.

We started with the world’s fastest cheesesteak review ever (probably). A real taste test in a real fighter jet going real, real fast. We put influencer Robby Berger Cheesesteak in a jet as he tried the new sandwich while hitting 3G turns, loops, and more.

Then we hit the ground by creating a real Arby’s Cheese Deployment Zone. Introducing the sandwich to the crowds with Dale Earnhardt Jr., a band playing Thunderstruck, confetti streams, and brand ambassadors hand-delivering the new Cheesesteak to onlookers with the help of a drone bot for good measure.

The result? Tons of social engagement, hundreds of cheesesteaks deployed, an American icon deployed in the most American way possible. Mission Accomplished.