Arby’s partnered with Grammy-nominated rapper Pusha T to promote its Spicy Fish and Country Style Rib sandwiches as an alternative to McDonald's Filet-O-Fish and McRib. Pusha T's sour history with McDonald's, and his reputation for cut-throat diss tracks, offered the perfect approach to creatively take the brand down. The campaign centred around the two songs, Spicy Fish Diss and Rib Roast, and earned over 8.1 billion impressions, sparking conversation and attracting new fans to Arby's. It also led to an increase in sales, with Arby's Fish Sandwiches up by 17% and its Smokehouse Sandwiches range up by 25%.
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