Arby’s beats out three other finalists for top spot in Creative Campaign category

CINCINNATI – Numerous brands from around the world submitted entries for this year’s Loyalty360 Customer Loyalty Awards, but only one could be named as a Platinum winner in the Creative Campaign category. Revealed at the 2016 Loyalty Expo, that top prize was given to Arby’s.
For Arby’s “Vegetarian Support” campaign, the chain went all-out in engaging a relatively unfamiliar consumer segment: Vegetarians. Arby’s went so far as to create a pre-recorded “hotline” phone number for vegetarians who were feeling tempted by the new Brown Sugar Bacon sandwich. By engaging a new audience with bold messaging and a little tongue-in-cheek humor, Arby’s was able to spark a viral campaign, with thousands of fans leaving voicemails on the Vegetarian Support Hotline.
“This recognition from Loyalty360 for a PR activation targeted at our loyal guests and fans is a testament to our commitment to being authentically radical as a brand,” said Jason Rollins, Manager, Corporate Communications, Arby’s Restaurant Group, Inc. “The Vegetarian Support Hotline, while designed for our non-consumer, was incredibly effective at building loyalty and driving sales of Brown Sugar Bacon sandwiches among our meat-loving core consumers.”
Other finalists in the category were InterContinental Hotels Group, Global Hotel Alliance, and Dell, earning the Gold, Silver, and Bronze Awards, respectively.
“The world of customer loyalty is rapidly evolving, and these four finalists are setting a standard from which all other brands can glean best practices,” said Mark Johnson, Founder, CEO, & CMO of Loyalty360. “Arby’s ‘Vegetarian Support’ campaign was a bold step toward enhanced brand loyalty and we’re happy to reward their unique approach.”
The 2016 Loyalty Expo was held May 24-26, 2016 in beautiful Orlando, Florida, and brought together some of the top minds in the industry for three days of informative sessions, extensive networking opportunities, and one-of-a-kind insight from leaders in customer experience, CRM, VoC, and customer loyalty.
About Arby’s
Arby’s, founded in 1964, is the first nationally franchised sandwich restaurant brand, with more than 3,300 restaurants worldwide. The Arby’s brand purpose is “Inspiring Smiles Through Delicious Experiences™.” Arby’s delivers on its purpose by celebrating the art of Meatcraft™ with a variety of high-quality proteins paired with crave-able sides, such as Curly Fries and Jamocha shakes. Arby’s® restaurants are Fast Crafted®, a unique blend of quick-serve speed and value combined with the quality and made-for-you care of fast casual. Arby’s Restaurant Group, Inc. is the franchisor of the Arby’s brand and is headquartered in Atlanta, Ga. Visit for more information or socially connect with Arby’s at: Facebook, Twitter, LinkedIn and Instagram.
About Loyalty360
Loyalty360 is an unbiased, market-driven, voice of the customer focused clearinghouse and think-tank that is committed to bringing loyalty to the forefront as a critical marketing strategy. A trusted source for cutting-edge research, best practices, and networking opportunities, Loyalty360 gives members the expert insights and guidance they need to better understand loyalty and develop programs that effectively engage their customers and employees and build stronger relationships with them. With over 75,000 monthly visitors and 115,000 monthly page views to, and 640,000 followers collectively on Twitter, LinkedIn, and Facebook, Loyalty360 is a prolific resource for loyalty, customer experience, and brand/customer engagement strategy.
About Loyalty Expo
Loyalty Expo is an annual, best practice focused customer loyalty conference. Presented by Loyalty360 – The Association for Customer Loyalty, Loyalty Expo has earned the reputation of being one of the industry’s premier events where attendees gain an understanding of new research, technologies, and solutions to aid their organizations on the journey to customer loyalty.
Press Contact: Steven Taggart
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