The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Innovation & Transformation / Innovation in Social Media
Annual ID
OS_SM21_106M
About the Work
On October 22nd, a young Florida man posted a simple – albeit unusual – video on TikTok explaining he bought a $25 flat screen TV that would only display the Arby’s Menu. As TikTok responded with thousands of Missing Menu Memes, Arby’s decided to engage. This sparked a wildly popular series of social exchanges that amassed more than 1 billion PR impressions, 273 million video views, and an 88% growth in Arby's TikTok followers, all culminating in a nationally available menu item that drove a flurry of new customers to Arby’s drive thru. And all that buzz drove business results, too -- drive thru sales where the average transaction at redemption was double the cost of the deal, and of whom 41% of which were new or lapsed customers. Altogether, the Arby's $5 Missing Menu Meal TikTok Saga became one of the most viral moments between brand and consumer of 2020.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Fallon / Minneapolis
Digital Agency
Moxie / Atlanta
PR / Marketing Agency
Edelman / Atlanta
Chief Marketing Officer
Patrick Schwing
Creative Director
Joanne Torres
Joe Johnson
Executive Creative Director
Rick Utzinger
Executive Producer
Pat Sidoti
Producer
Hadley Swaggert
Social Media Manager
Jimmy Beck
Strategist
Adam Chorney
Nick Massahos
Account Supervisor
Sam Tuttle
Business Affairs Manager
Desdemona Morris
Director of Business Affairs
Brendan Lawrence
Director of Digital & Social
Greg Swan
Director of Media
Andy Rhode
Group Account Director
Chris Campbell
Media Planner
Machen Davis
Sam Donovan
Research Director
Mark Nelson
Senior Director, Advertising, Merchandising & Social Media
Emily Ciccone
Social Strategy Supervisor
Mara Keller
VP, Brand Strategy, Advertising & Menu
Deborah von Kutzleben
Related Awards
