Dive Brief:

• Arby's this week launched a subscription box of sandwich- and meat-themed merchandise, the company announced in a company blog post.
• The curated boxes are available for six consecutive months at a one-time cost of $25. Each box is filled with gear, including a vintage Arby's sled tray, bacon scarf, winter beanie and a set of temporary Arby's tattoos designed by Long Beach artist Miguel "Uzi" Montgomery of Port City Tattoo.
• A limited number of boxes were available at ArbysOfTheMonth.com, the fast-food chain said in the blog post, though it's unclear how many boxes there were to begin with. The subscriptions sold out in less than an hour, Adweek reported, but fans can register to be notified when they're back in stock.

Dive Insight:

Quirky branded merchandise and marketing stunts have quickly become the go-to tactic for fast food brands trying to drum up excitement around their brand, boost social media engagement and get ahead of the fierce competition by delighting customers with memorable products or experiences. Arby's new subscription box aligns with that trend, and the company says the promotion is a fun way to thank loyal fans with merchandise they "didn't even know they wanted."

By producing a limited number of boxes, Arby's appears to have strategically created a sense of urgency and exclusivity around the merch, which also resulted in ample press coverage and social media buzz. At the same time, the effort taps in several other current trends, including subscription services and direct-to-consumer products. The effort is likely targeting younger consumers, who have shown significant interest in subscription services. The fast-food market is growing increasingly competitive as brands strive to build loyalty with younger consumers, who appreciate unique ways of interacting with brands and sharing these experiences on social media.

The "Arby's of the Month" initiative isn't the brand's first foray into merchandise. Arby's gave away "meat sweats" to fans who shared photos or videos of their favorite meat feasts on social media during the 2017 holiday season. The sweat suits were not for sale that time around. In another stunt, Arby's set Guinness World Records for the world's largest and smallest ads to celebrate its switch from Pepsi to Coke products. The ads included a 212,000-square-foot message that covered five acres and a message etched into a sesame seed, measuring 735.36 square micron.

Arby's has also previously partnered with tattoo artist Montgomery. The chain hosted an event in September at Port City Tattoo offering free permanent, sandwich-themed ink, and Arby's called the promotion a "higher level sandwich commitment." Custom tattoo designs were also available for download online for free.