Meat Discreetly

Arby’s

1 in 3 vegetarians like to eat meat when they’re drunk.*

Commitment is hard, so Arby’s is here to help cheating vegetarians abandon their convictions and give into their carnivorous temptations. Every time they’re craving a judgement-free clandestine rendezvous with deliciousness, vegetarians can rest assured knowing that their secret is safe with Arby’s.

*And 70% of them aren’t willing to admit it.

So we created a special secret code “make it meatless” that vegans and vegetarians can use when they order to make it easier than ever for them to cheat on their diet—and not get caught.

The Bag

Gone are the days of shamefully burying your bright red Arby’s bag at the bottom of the trash and hoping your roommate won’t notice, every “meatless” meal comes in redesigned, nearly nondescript packaging.

The Receipt

Broccoli steak sandwiches and tofu melts? Not really our style. But that’s exactly what you can expect to see on your receipt when you opt to make your meal “meatless”. At the bottom of every discreet receipt is a QR code that leads to an exclusive offer from Uber for a discounted ride home.

The Ride Home

Parting with the meaty taste that might linger on your tongue is such sweet sorrow, but it must be done. To rid yourself of meat breath, cap off your “meatless” meal with a stick of ultra-powerful minty gum. (Maybe consider two if you just polished off a Half Pounder.)

The Spray

We would be remiss to not help you destroy the evidence, so every “Meatless” combo meal wouldn’t be complete without a bottle of Discrète. We collaborated with well-known scent innovators No Nose Co. to create a special fragrance with notes of lettuce, tofu, and wheatgrass that you can spray on the go to help you mask the smell of meat that might linger on your clothes or in your car.

The Gum

Art Director: Sebastian Collazos, Meg Platt

Copywriter: Cat Zelenka