Arbys
"Race for the Cheesesteak" Trophy
The Story
When Arby's and The Tombras Group wanted to transform the 2025 NASCAR Chicago Street Race into an unforgettable promotional moment for their new Angus Cheesesteak sandwich, they faced a unique challenge: create a trophy that could literally hold the sandwich while making a bold statement on national television. With just six weeks to bring their vision to life, this wasn't just about recognition; it was about creating a viral moment that would turn an ordinary sponsorship into marketing magic.
The Design
Bennett Awards created a show-stopping hand-shaped trophy standing two feet in height, designed to physically wrap around and hold a real Arby's Angus Cheesesteak sandwich. The playful yet majestic design captures the essence of the "Race for the Cheesesteak" campaign while serving as a functional display piece. The trophy features an antique silver finish that catches studio lights beautifully and a heavily weighted base for stability during presentations. The hand sculpture immortalizes the weekend's theme while creating an instantly recognizable symbol of the collaboration between NASCAR racing and Arby's culinary innovation.
The Craftsmanship
Each trophy was 3D printed to achieve the complex hand geometry capable of securely holding a sandwich, then meticulously hand-painted with an antique silver finish. The biggest challenge was designing the award based on mathematical calculations from a single photo since the Limited Time Arby's Angus Cheesesteak Sandwich was still in development. Our designers considered everything from meat density to moisture content that could impact the mechanics of the trophy, exploring multiple concepts including flat hand platforms and skewers before selecting the wrap-around hand design that ensured both form and function.
The Impact
The award transformed an ordinary sandwich sponsorship into a viral PR moment, being aired on national TNT broadcast and featured in reels by NASCAR teams, drivers, influencers, and UGC fans with over 40,000 views. This trophy became the visual anchor that elevated Arby's presence from simple sponsorship to must-see entertainment, generating exponential brand exposure across social media platforms. The unique design created countless photo opportunities and conversation starters, proving how creative recognition pieces can serve as powerful marketing tools that extend far beyond the original event, turning a weekend race into an unforgettable brand experience that continues generating engagement long after the checkered flag.