Arby's Jamocha Shake x Trisha Paytas

Arby’s partnered with Juxtapose Studio to turn August 2025 into the “Month of Jamocha” and reintroduce the fan favorite shake with cultural impact. To make it resonate, we tapped Trisha Paytas, an internet icon with a massive cult following and a long documented love for Arby’s. We leaned into her IYKYK internet memes without going too deep into the weeds, striking a balance that felt both referential and broadly entertaining. The hero spot spoofed one of Trisha’s most iconic viral moments, her “huh… what? oh… haha… okay” clip, reimagined as the moment she hilariously takes credit for naming the Jamocha Shake. The result was peak Trisha: campy, nostalgic, and irresistibly shareable. The campaign delighted her fans, earned strong media coverage, and positioned Arby’s as a brand fluent in internet culture. Press highlighted how the spot blended nostalgia, camp, and self parody, noting that Trisha’s authentic love for the brand made the collaboration feel less like advertising and more like a celebration.