Kyle MacLachlan forms a cult in devotion to Arby’s Potato Cakes

Known for his iconic roles in David Lynch’s cult classics, MacLachlan brings his unique brand of eccentricity to honor another cult classic: Arby’s Potato Cakes. On July 1, the roast beef sandwich chain launched ‘The Order of Potato Cakes,’ an esoteric cult led by MacLachlan that welcomes all potato cake devotees.

The campaign answers fans’ fervent calls for the limited-time return of the beloved crispy side item. Since the disappearance of Arby’s potato cakes in 2021, a passionate fanbase has grown, with more than 10,000 social media mentions in the past year alone. Loyalists have issued passionate pleas for their revival, even starting online petitions and dedicated fan accounts. Now, their wishes have been granted, and only an enthusiast like MacLachlan can be trusted to inform fans about their return... and recruit them for something larger.

The campaign comprises two surreal spots: ‘The Uncovering’ and ‘The Orientation.’

‘The Uncovering’ opens with MacLachlan at an Arby’s drive-thru, ordering a beef and cheddar sandwich and begging for the return of potato cakes. His pleas fall on deaf ears until he spots a glowing light in the distance. Abandoning his car and sandwich, he runs towards the light, venturing into the woods where an otherworldly presence speaks to him: “In the merry month whence Arby’s doth rejoice their birth, thine beloved side returns to all yearning Earth.” Eventually, the message translates to a simpler form: Potato Cakes are back.

‘The Orientation’ adopts the style of an old-school cult ad reminiscent of Heaven’s Gate. With a somewhat menacing voice, MacLachlan addresses viewers, saying, “You belong here with us,” while reading fans’ comments mourning the loss of Potato Cakes. The cult’s logo, seemingly inspired by the triangle shape of Potato Cakes, bears an uncanny resemblance to the Illuminati symbol.

“As a Potato Cakes devotee myself, I’m proud to enlighten all Potato Cakes lovers about the return of our cherished menu item,” said MacLachlan. “We’ve been waiting three long years, and our voices have finally been heard. Potato Cakes are back at Arby’s thanks to The Powers that Beef.”

To further honor Potato Cakes’ return, Arby’s will also offer a variety of bespoke, limited-edition merch items created specifically for The Order, including a Potato Cake Amber Necklace, Potato Cake Candle, an enamel pin and official garb of The Order in the form of a T-shirt and hoodie.

The campaign is the work of Fallon, a creative agency that has worked with Arby’s for over 10 years. It will run across digital and social channels.

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