Through social media team noticed their customers talking about loving their sauces. By providing this real time customer feedback to product development and the brand marketing team, the “Saucepocalypse” campaign was born. Several posters were created that told stories of the apocalyptic impact on people not having their sauce. a repeat experience in picking up similar comments through social media about meats other than roast beef. This valuable feedback came from their own customers when they launched their “Meat Mountain” campaign poster showing all different meats other than roast beef. Their customers mistakenly thought it was a new sandwich and through social media, indicated they were anxious to try it. Thus the birth of Arby’s new $10 Meat Mountain sandwich.