Trisha Paytas is putting her stamp on the fast food world, again, this time with a hilarious, self-referential ad campaign for Arby’s that blends nostalgia, camp, and internet virality.
In the latest installment of Arby’s increasingly quirky digital ad series, the longtime YouTuber and viral meme queen stars in a spoof that reimagines one of her most iconic online moments: the “huh… what? oh… haha… okay” clip — originally filmed at a drive-thru and shared with millions of her fans. Now, Paytas is revisiting that moment for Arby’s, turning a simple mix-up into a comedically unhinged naming-rights claim on one of the brand’s most beloved offerings: the Jamocha Shake.
In the ad, created by LGBTQ+ owned and operated creative agency Juxtapose Studio, Paytas is seen sitting with her co-star, actor and creator Vinita Khilnani, trying to dream up the “perfect name” for the frosty, chocolatey beverage she’s sipping. When Khilnani reminds her the drink already has a name, and has had it since the 1970s, Paytas pauses, stares into space, and delivers a perfectly timed, deadpan version of her meme: “Huh… what? Oh… haha… okay.” Seconds later, she beams, boldly announcing, “We should call it… Jamocha,” taking full credit as if she’d just invented the name on the spot.
The absurdity is peak Trisha, and that’s exactly the point.
This is just the latest in Arby’s growing strategy to tap into highly niche internet subcultures and leverage meme-worthy moments in its marketing, a move that’s not only resonating with Gen Z and millennial audiences, but is also rewriting the rules of fast-food advertising. And they’re doing it with heart, humor, and a strong DEI lens.
Earlier this year, Arby’s partnered with viral pop singer Rebecca Black, yes, of “Friday” fame, for a late-night snack campaign that poked fun at the very video that made her famous. In it, Black embraces the cringe and cool of internet stardom, promoting Arby’s curly fries while reclaiming her narrative as a modern queer pop icon.
Another campaign saw Love Island UK fan favorites Taylor and Clarke team up with the brand in a cheeky spot that played with romance tropes and fashion clichés, all while plugging Arby’s mozzarella sticks in slow-motion, wind-blown glory.
Trisha, who has long cultivated a persona that sits at the chaotic intersection of pop culture, camp, and self-parody, is the perfect choice for the campaign. Not only is she a real-life Arby’s enthusiast, she’s posted dozens of videos gushing over their food for years, but she also brings a uniquely post-ironic sensibility to the table. Her involvement adds authenticity to what could’ve been just another influencer marketing play.
And, naturally, she adds her own chaotic lore to the ad.
As she stares lovingly into the cup of Jamocha shake, Trisha declares that the name “sounds like something one of [her] children would be named.” A clear nod to the online theory-slash-joke-slash-meme that her children are reincarnations of iconic figures like Queen Elizabeth II, the Pope, and Ozzy Osbourne. Most recently, she gave birth to a baby she nicknamed Aquaman. So, “Jamocha” might not be far off.
In an age where many influencers walk a fine line between cringe and clever, Trisha leans into both with full abandon. And Arby’s leans with her.
The success of these campaigns speaks to a broader shift in how brands approach advertising in a post-algorithmic world. Gone are the days of generic commercials and bland celebrity endorsements. Instead, companies like Arby’s are investing in campaigns that feel personal, weird, and above all, true to the internet.
“It doesn’t feel like selling out when the story is this aligned,” said a representative from Juxtapose Studio. “When the talent, the tone, and the product all live in the same cultural space, it’s not a hard sell, it’s a celebration.”
At the center of this celebration is the idea that a brand like Arby’s can be iconic in its own right, just like the creators it partners with. And through that shared iconography, whether it’s a shake that’s been around for decades or a YouTuber who turned internet chaos into career longevity, you don’t need to reinvent the wheel. Sometimes, you just need to say: “Huh… what? Oh… haha… okay.”
Then take the credit.
The Jamocha Shake is available now at Arby’s nationwide. And no, Trisha didn’t really name it, but she absolutely owns it.
