Meat Girl began as a fake meat influencer posting relentlessly in her signature meat glove.
Within days, the brand reached out, turning a parody influencer into proof that if you love
meat enough, Arby’s might love you back.
Meat Girl began as a fake meat influencer posting
relentlessly in her signature meat glove. Within days, the brand
reached out, turning a parody influencer into proof that if you
love meat enough, Arby’s might love you back.
Meat Girl
Meat Girl
Arby's
Arby's
Made with my friends
Libby Browder // CBM
Caroline Thomas // Strategist
Greg Patterson // Copywriter
Jennifer Kim // Art Director
Lorna Graham // Meat Girl
Phase 4: She's Gonna Be A Star
Meat Girl-inspired in-store features and merch drop encourage fans
to express their love for MG and Arby’s.
Phase 1: Find Our Meat Girl
Meet Meat Girl
Raised in Chicago’s Meatpacking District by a deli owner, Meat Girl is chaotic, earnest, and poetic about meat. She
lives with her dog, Curly, and her plant-based boyfriend, Kale.
Phase 2: Create Her Meat World
We started by building profiles (click the images to view)
and then began posting all sorts of meaty content
generating lots of engagement—some supportive, some skeptical.
Phase 3: Arby’s Becomes Intrigued
After some time, Arby's responds
Fake response for the sake of our presentation…
Real response from Arby's that same day!
She'll then travel to the
WORLD'S LARGEST ARBY'S.
Arby’s will begin to release short-form, narrative content starring Meat Girl.
Phase 5: Welcome To The Meataverse
and soon after, signs Meat Girl as a full-time brand ambassador.
Phase 1: Find Our Meat Girl
Meet Meat Girl
Raised in Chicago’s Meatpacking District by a deli owner,
Meat Girl is chaotic, earnest, and poetic about meat. She
lives with her dog, Curly, and her plant-based boyfriend, Kale.
Phase 2: Create Her Meat World
We started by building profiles (click the images to view)
and then began posting all sorts of meaty content
generating lots of engagement—some supportive,
some skeptical.
Phase 3: Arby's Becomes Intrigued
After some time, Arby's responds
^ For the sake of our presentation
^ Real response from Arby's that same day!
and soon after, signs Meat Girl as a full-time
brand ambassador
She'll then travel to the
WORLD'S LARGEST ARBY'S.
Phase 4: She's Gonna Be A Star
Meat Girl-inspired in-store features and merch drop
encourage fans to express their love for MG and Arby’s.
Phase 5: Welcome to the Meataverse
Arby’s will begin to release short-form, narrative content
starring Meat Girl..