Arby's, one of the nation's largest quick service restaurants, was testing consumer response to a new look and new chicken menu items.

To maximize test initiatives, Arby's was interested in generating local awareness of the effort and driving traffic to the restaurant. Duffey was engaged to support the unveiling of the initiatives and help realize goals. The agency devised a plan that included community relations, media relations and special events.

• Key executions included:


• A Great Chicken Hunt contest;


• Cluck-for-Bucks radio contest;


• Celebrity tar and feathering event;


• Celebrity counter crew;


• Edible media kits presented by Duffey-trained Arby's spokespeople.