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Saucepocalypse

One-third of all tweets directed at Arby's were about wanting, craving, and needing more sauce. It seemed that, for our fans, there was nothing scarier than running out of it. So when Arby's decided to sell their sauce by the bottle, we decided to brings these fears to life in a campaign we called, "Saucepocalypse."

Agency: CP+B

• CASE STUDY VIDEO •

First, we asked fans for their sauceless tales.

They'd come in like this one from Bill...

Just days later, we'd reply with a user-generated, real-life poster based on those real-life nightmares and share in on Facebook. This was Bill's...

And this is Danny's...

Here is Megan's...

And Daniel's...

And here's what we sent to Allie...

We even turned the posters into ads that ran on billboards and in print.

Then, with the social conversation at its peak, we announced the arrival of our bottled sauces and the end of the Saucepocalypse.

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