Case Studies

Helping Arby’s Go Trans Fat Free
In late 2006, Arby’s was ready to announce that it would become the first quick serve restaurant to eliminate the use of trans fats during the pan frying process at the supplier level, in addition to switching to trans-fat free corn oil in all its restaurants. Since a similar announcement from a competitor was imminent, Hunter PR engaged in an aggressive media relations approach which was executed in a 24-hour period. The activity included offering an exclusive interview with the Arby’s CEO, a wire press release and a b-roll feed. Followed up with aggressive phone pitching, Hunter PR generated more than 375 media placements (70 million impressions) in less than one week in outlets such as USA Today, CNN, The Late Show with David Letterman, CNBC, and Fox News Channel.