Arby's - Meat Mountain
Arby's - Meat Mountain
Arby's - Meat Mountain

not just roast beef

This is the story of meat, which became a mountain, which became a social phenomenon, which activated a carnivorous nation. It began when Arby’s asked Alcone to help combat low awareness about all the meats they offered besides roast beef.

Arby's Restaurant

we made a delicious poster

Starting with a single poster, Alcone changed the conversation from “Arby’s roast beef” to “Arby’s meat mountain”. Alcone’s mountain of meat visual was a simple concept that snowballed into a media sensation overnight.

media buzz

The mythical – and then real – sandwich was a huge success, generating millions of media impressions. Consumers took to Facebook, Twitter, Instagram and YouTube, posting how-to videos and documenting their Meat Mountain experiences with carnivorous love.

Tonight Show
People Magazine
Fox News
The Late Show
Daym Drops
Arby's Restaurant
46MM Media Impressions
3,400 Sandwiches Sold/Day
100+ Media Placements

see more work

  • Aleve - Walk Strong Cap
  • Arby's Meat Mountain Pig Icon
  • California Lottery Black Ticket
  • Dogswell Chicken Breast Jerky
  • Dogswell Take Your Dog to Work Day
  • Eurostar Woman with Royal Guard
  • Hob Nob Day of the Dead Bottle
  • LG Mobile Texting Championship
  • Logitech Color Collection Custom Mouse
  • Oberto PROtein Louie Vito
  • Outshine Truck
  • Outshine OUTsmart Your Snack
  • Simple Skincare Spa Oasis
  • Skinny Cow Secret Speakeasy
  • Skinny Cow Camping Tent
  • The UPS Store Holiday Promotion Santa