In 2021, a great tragedy befell the world: Arby’s removed its beloved Potato Cakes from the menu. Three years and thousands of mentions on social media later, they’re back—possibly via supernatural influence from the cosmos.
In celebration of this momentous occasion, genre king Kyle MacLachlan stars in two comedic videos created by agency Fallon for the relaunch. Nodding to his decades-long career in cult film and TV shows like Twin Peaks, he takes the opportunity to announce the return via the formation of the mystical Order of Potato Cakes.
In the first spot, MacLachlan shows up in an Arby’s drive-through, still grieving after the discontinuation of the Potato Cakes years before. The worker calmly talks him down, only to see him leap from his car to find a glowing Potato Cake buried nearby.
This is no coincidence: He has found a higher calling as the leader of a movement.
In the follow-up ad, MacLachlan’s vibe has shifted from harried consumer to that of a spiritual guru. Shot in the style of an old-school “orientation” video, he welcomes fans new and old to The Order, assuring them that the formation of this group was foretold.
Title cards, soundtrack and technology heralding back to the early 1980s all add to the aesthetic as MacLachlan narrates the great return.
Back by popular demand
“Arby’s has built a reputation on offering bold, delicious menu items—from our well-known classics like roast beef sandwiches and Jamocha Shake to our limited-time specials like the bourbon BBQ sandwiches—that fans ask for again and again,” Rita Patel, Arby’s brand president, said in a statement. “Now, we’re bringing back Potato Cakes, one of our most requested and most beloved items, to celebrate the true love, passion and devotion our guests show for them day in and day out.”
Along with the campaign, Arby’s is offering a variety of merchandise items for members of The Order. This includes amber necklaces, candles, enamel pins and, of course, wearables like T-shirts and hoodies. Like the Potato Cakes themselves, these items are only available while supplies last.
