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.
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.
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.