Arby’s | Pitch + Steak Nuggets

Last summer, the Arby’s business was up for grabs and my former partner and I were the creative leads on a stellar team consisting of Alye Chaisson and Harper Barth, plus a revolving door of talented BBHers and freelancers.

What followed was a win, then LTOs for the Loaded Italian, Meat & 3 Box, and what you’ll see below... Steak Nuggets: a first of its kind for fast food. And Arby’s needed everyone to know that they didn’t only have the meats, they innovate ‘em.

Arby’s Steak Nuggets

It all started one week before launch when hundreds of OOH placements teased that something small was coming.
One week later the OOH units changed to reveal that the something small had finally arrived.

We then launched a series of spots showcasing the Steak Nuggets in all their glory with the newly cast brand voice Keegan Michael-Key.

We also brought the campaign to social and partnered with @nugget to spread the word about Steak Nuggets to their 9 million followers.
A simple swap of the profile pic kicked things off, then when steak nuggs went live so did our memes.

Agency: BBH USA
CCO: Erica Roberts
CD Partner (art): Christopher van der Kleed
Sr. Copywriter + Art Director: Alye Chaisson + Harper Barth
Director: Ben Callner

©MMXXVI

Jason Lane

Updated 2026

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