At the height of the COVID-19 pandemic, when crazed retail investors were sending stocks like GamesStop and cryptocurrencies like Dogecoin to the moon, everyone and their grandmother seemed to be all in on their own investment scheme. So in the spirit of FOMO investing, we convinced Carl’s Jr. and Hardee’s to launch a “definitely legal way to make a profit” with their new limited-edition menu of exclusive Prime Rib sandwiches.

The promotion was modeled after a mock-pyramid scheme, with beefy rewards to our “investors” based on how early they got in. With a killer comms plan, we ran promotional creative on investing communities like r/wallstreetbets, hired Backstreet Boys legend Lance Bass to encourage his followers to #BuyBuyBuy, and won the Shorty Award for Best Promotion.