This Thanksgiving will likely look different due to the pandemic, but hopefully there will still be plenty of food to induce holiday food comas. For those who always find themselves drifting off by the time dessert comes around, Arby’s is here with a comfy solution—a deep fried turkey pillow to rest your head while your tummy goes into digestive overdrive.
Arby’s has launched an infomercial-style ad on social media promoting the bird hat/pillow, which looks exactly as It sounds—a giant roasted bird sitting on your head, recalling an old “Friends” episode where Joey tries to scare his friends by placing a turkey on his head, but ends up getting it stuck instead.
In a blog post, the Inspire Brands’ quick service restaurant calls the contraption “part stylish sleep mask, part cloud, part hat—and possibly your favorite pillow.” Although, we do wonder if those turkey legs would get in the way of sleeping on your side.
Arby’s says the pillow debuted over the weekend and was selling for $60 but sold out by early Sunday morning. A second drop later that night sold out in less than a minute. Fans can still enter to win one at ArbysDeepFriedTurkeyPillow.com and receive a 50% off coupon for an Arby’s turkey sandwich or wrap. The brand has also created augmented reality Snapchat and Instagram filters for people to try on the hat.
Of course, the hat or pillow—or whatever you want to call it—promotes Arby’s limited-time turkey offerings, such as its Deep Fried Turkey Club, Market Fresh Cranberry Deep Fried Turkey Sandwich and Market Fresh Cranberry Deep Fried Turkey Wrap. The campaign was created out of Arby's agency, Fallon Minneapolis, with PR out of Edelman and social via Moxie.
“Our Deep Fried Turkey sandwiches are one of our guests’ returning favorites, and we wanted to take a different approach to this limited-time offering,” said Patrick Schwing, chief marketing officer at Arby’s in the brand's blog post. “This holiday season, leave the deep frying to us—the meat experts. And once you’ve enjoyed one of our deep-fried turkey sandwiches or the wrap, you can rest with the Deep Fried Turkey Pillow Hat. It’s the complete holiday experience.”