Warby Parker and Arby's Partner for April Fools’ Day Campaign
Looks like Warby Parker is back to its April Fools’ tricks, this time in partnership with fast-food chain Arby’s. “Arby’s has an eye for meat. Warby Parker has meat for eyes. The result? A new partnership sandwiched somewhere between vision and at least eight different kinds of meat,” the companies said in a joint statement. Adweek reports beginning Friday, "WArby’s" will be piloting locations in New York City — at Warby Parker’s 121 Greene Street store, and at the Arby’s at 32 E. 23rd Street. Those locations will offer the WArby’s Onion Ring Monocle, which is described as “a crispy yet corrective product that’s positioned at the intersection of food and fashion, encompassing the ideals of WArby’s in a single offering.” There is, of course, a limited edition WArby’s apparel line. As part of the campaign, Warby Parker will make a donation to VisionSpring, whose mission is to ensure affordable eyeglasses are available to every individual to live a productive life. Arby’s will donate to No Kid Hungry, a national campaign aimed at ending child hunger.
Total Retail’s Take: I couldn’t help but smile when I read this. Warby Parker has not only created a strong fan base, but it has reached new customers through humor and brand marketing. The eyewear brand has made April Fools’ Day a part of its marketing strategy every year since 2012. While this year’s WArby's collaboration is pretty great (see the video below to learn more), I think its 2012 Warby Barker campaign may be top dog. (Sorry! Too punny?)