Program Objective: Create an Arby’s restaurant on wheels to support the Arby’s Charity Tour, a cause marketing program to raise proceeds for the Big Brothers Big Sister Foundation.
Experiential Efforts: Cause Marketing, Sponsorship Activation, B-2-C, B-2-C
Awards: Event Design Awards – Gold Winner
Achievements: Featured Session at the 2010 National Restaurant Conference
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Solution: Turtle worked with the Arby’s Foundation to create a custom 42-ft kitchen trailer to support the foundation’s annual Arby’s Charity Tour. The trailer was outfitted with a complete NSF kitchen with commercial equipment to prepare Arby’s signature roast beef sandwiches and curly fries. The trailer was equipped with a rooftop sky deck, gaming stations, an interactive photo activation, and a military-style lift that raised a telescoping die-cut sign of the Arby’s iconic cowboy hat over 30-ft above the trailer. The trailer was also equipped with a custom branded John Deere ATV that traveled in the trailer during transit, and a custom 25-ft custom inflatable arch the featured interchangeable signage displays for each Charity stop. The vehicle program showcased a sleek high-end P2 SportChassis tow vehicle that was outfitted with a custom Arby’s grill, vibrant graphics and lighting accents.