The dating hotline that treated Arby's Loaded Italian Sandwiches like actual Loaded Italians.

Most fast food chains launch new menu items with stock standard imagery that leaves much to be desired. Instead, we launched Arby’s Loaded Italian sandwich alongside something more seductive - actual loaded Italians.

The late night hotline to txt 929-ITALIAN to ‘Find Loaded Italians in your area’ featured actual hot, stacked and 6” long Loaded Italians posing with Arby’s hot, stacked and 6” long Loaded Italian…Sandwiches. Those who txt the number were sent a link with the address of their nearest Arby’s to meet up.