Arby's x Nickelback

Entire Advertising Campaign

2026

Stephanie Hutchinson-Rodgers, Macey Olivia Miller, Hamilton, ON
e: steph.hutchinsonr@gmail.com
w: stephandmacey.myportfolio.com

Program: Advertising and Marketing Communications Management
School: Mohawk College

Instructor: Jef Petrossi

Arby's is a guilty pleasure, and so is Nickelback. Publicly roasted, privately loved. Instead of fighting the comparison, we turned it into a self-aware partnership and the world's first all-Nickelback-listener media buy. By rewarding fans bold enough to embrace what they love, we flipped a long-running punchline into a smart, tech-driven activation that celebrates unapologetic taste.