5 Reasons Why The 'Hot Girls Eat Arby's' Trend Is The Savviest Fast-Food Marketing Of 2025

The phrase "Hot Girls Eat Arby's" has exploded from a simple social media moment into one of the most brilliant and talked-about fast-food marketing campaigns of the early 2025, completely redefining how a legacy brand connects with a new, digitally-native audience. What started as a playful, unscripted food review on TikTok by a professional athlete quickly morphed into a viral sensation, leading to a major brand partnership that has dominated headlines and social feeds.

This deep dive explores the full story behind the phenomenon, from the WNBA star who sparked it to the specific Arby's menu items that became cultural icons, proving that in the age of authenticity, sometimes the most effective marketing is the most unexpected and organic.

The Viral Star: Sophie Cunningham's Biography and Arby's Connection

The entire "Hot Girls Eat Arby's" movement is inextricably linked to one person: Sophie Cunningham, a professional basketball player whose personality and social media presence are as dynamic as her performance on the court. Her unscripted, genuine love for the fast-food chain is the foundation of the viral trend.

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• Full Name: Sophie Cunningham
• Date of Birth: August 16, 1996
• Age (as of late 2025): 29
• Hometown: Columbia, Missouri
• College: University of Missouri (Mizzou)
• Professional Team: Indiana Fever (WNBA)
• WNBA Draft: 2019 (2nd Round, 13th overall)
• Social Media Presence: Boasts over 1.1 million followers on Instagram and more than 1.5 million on TikTok, where the viral moment originated.
• Viral Origin: The trend began with a viral TikTok video where Cunningham reviewed Arby's menu items, expressing an authentic love for the chain's meaty offerings.
• Iconic Moment: She cemented the trend by wearing a ringer t-shirt that read, "Hot Girls Eat Arby's," while arriving at a game, specifically the Indiana Fever's "Barbie Night" matchup against the Chicago Sky.
• Brand Deal: Her viral success quickly led to Arby's hiring her as a spokesperson and a formal brand partnership, turning a meme into a major advertising campaign.

The Unexpected Origin: From TikTok Review to T-Shirt Sensation

The "Hot Girls Eat Arby's" saga is a masterclass in how modern virality is born. It wasn't a calculated corporate campaign; it was a spontaneous moment of genuine enthusiasm.

The initial spark was Sophie Cunningham's food review video posted on TikTok in April 2024. In the clip, the WNBA star shared her honest, enthusiastic takes on various Arby's items, particularly highlighting her "meat obsession" in a fun, relatable way.

This video resonated deeply with viewers, who appreciated the authenticity of a high-profile athlete publicly enjoying a fast-food chain often overlooked in the "glamour" of celebrity endorsements. The phrase, or the sentiment behind it, quickly became an inside joke and a meme among her followers and broader social media users.

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The meme achieved critical mass when Cunningham wore the now-famous "Hot Girls Eat Arby's" t-shirt. This was not just a casual outfit; it was a "tunnel fit" worn before a major WNBA game, ensuring maximum media exposure. The image of the fit, confidently pairing a fast-food slogan with high-profile athletic fashion, immediately broke the internet.

The shirt was a playful nod to her own viral video, turning a personal joke into a public statement. Arby's, known for its savvy and humorous marketing, immediately recognized the goldmine of organic buzz and quickly formalized a partnership with Cunningham, turning her into an official spokesperson.

The Menu: Arby's Items That Became Cultural Icons

The success of the campaign didn't just boost Arby's brand image; it drove direct attention to specific menu items that were featured in the original content and the subsequent ads. The campaign proved that authenticity drives consumption.

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• Arby's Curly Fries: These iconic, seasoned fries were prominently featured in the initial social media posts and the official partnership photos. They represent the classic, beloved side dish that complements the chain's meat-centric identity.
• Arby's Milkshakes: Cunningham was photographed sampling Arby's milkshakes, a menu item that adds a layer of indulgence and nostalgia to the fast-food experience.
• Roast Beef Sandwiches: The core of Arby's identity—the roast beef sandwich—was the initial focus of Cunningham's viral food review, which she affectionately dubbed her "meat obsession." This highlighted the chain's unique selling proposition: "We Have The Meats."
• Potato Cakes: Arby's has also been aggressive in promoting other fan-favorite items, like the return of Potato Cakes in 2024, showing a broader strategy to leverage nostalgia and social media buzz.

5 Key Reasons Why This Viral Trend is a Marketing Masterstroke

The "Hot Girls Eat Arby's" campaign is more than just a fleeting meme; it's a blueprint for modern viral marketing. It showcases a powerful shift from traditional celebrity endorsements to authentic, personality-driven partnerships.

1. Authenticity Over A-List: The campaign succeeded because it was rooted in Sophie Cunningham's genuine, unscripted love for the product, which is far more compelling to Gen Z and Millennial audiences than a highly paid, generic endorsement.
2. Meme-to-Marketing Pipeline: Arby's expertly turned an organic internet joke into a formal marketing asset. By embracing the "Hot Girls Eat Arby's" phrase, they showed they are current, self-aware, and willing to participate in internet culture.
3. Leveraging Niche Celebrity: Partnering with a WNBA star taps into a highly engaged, passionate, and often underserved sports fan base. This provided a fresh, unexpected face for the brand, generating headlines beyond the typical fast-food news cycle.
4. Curiosity-Driven Buzz: The phrase itself is a mild contradiction that sparks curiosity. It subverts the expectation of what a "hot girl" might publicly endorse, making it instantly shareable and prompting the question: "Wait, why Arby's?" This drives search traffic and social media discussion.
5. Topical Authority on "Meats": The campaign reinforces Arby's long-standing, humorous brand identity, encapsulated by their tagline, "We Have The Meats." Cunningham's "meat obsession" video aligned perfectly with and amplified this core message in a fresh, new context.

The Future of Fast Food and Viral Endorsements

The success of the Sophie Cunningham and Arby's partnership signals a clear direction for the future of brand advertising. Today's consumers are highly adept at spotting inauthentic marketing. The most successful campaigns are those that feel earned, organic, and slightly disruptive.

The "Hot Girls Eat Arby's" trend is a testament to the power of social media to elevate niche interests into mainstream cultural moments. By being agile and embracing the viral wave, Arby's secured massive, cost-effective publicity that far surpassed traditional advertising methods. Brands that are willing to listen to and engage with their most enthusiastic, authentic fans—no matter how unexpected the source—will be the ones that win the digital marketing game in the years to come.