Trisha Paytas is putting her stamp on the fast food world, again, this time with a hilarious, self-referential ad campaign for Arbys that blends nostalgia, camp, and internet virality.In the latest installment of Arbys 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 Arbys, turning a simple mix-up into a comedically unhinged naming-rights claim on one of the brands 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 shes 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 shed just invented the name on the spot.The absurdity is peak Trisha, and thats exactly the point.This is just the latest in Arbys growing strategy to tap into highly niche internet subcultures and leverage meme-worthy moments in its marketing, a move thats not only resonating with Gen Z and millennial audiences, but is also rewriting the rules of fast-food advertising. And theyre doing it with heart, humor, and a strong DEI lens.Earlier this year, Arbys 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 Arbys 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 clichs, all while plugging Arbys 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 Arbys enthusiast, shes 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 couldve 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 Arbys 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 Arbys are investing in campaigns that feel personal, weird, and above all, true to the internet.It doesnt 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, its not a hard sell, its a celebration.At the center of this celebration is the idea that a brand like Arbys can be iconic in its own right, just like the creators it partners with. And through that shared iconography, whether its a shake thats been around for decades or a YouTuber who turned internet chaos into career longevity, you dont 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 Arbys nationwide. And no, Trisha didnt really name it, but she absolutely owns it.Source