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Arby’s Campaign Shows Fast Food Difference

By Mar 23, 2005

In celebration of its 40 years in business, Arby’s is out with a new ad campaign—and a sweeps—touting its ability to provide customers with “something different, something better,” which focuses on its roots and its staple red hat.

Arby’s tagline for its new campaign

The I’m Thinking Arby’s campaign is meant to celebrate the brand’s ability to be different “in a cluttered fast food world.” TV spots show what happens in a day in the life of customers who are preoccupied with “Thinking Arby’s.” An animated Arby’s red hat appears throughout the 30-second spots.

The Fort Lauderdale, FL-based fast food chain is best known for its slow-roasted sandwiches and deli-style sandwiches, wraps and salads.

“We want to introduce Arby’s to a new generation of customers,” said Debra Mager, senior VP-brand communications for Arby’s Franchise Association, in a statement. “We believe they will agree that we are different and better than the others.”

The ad campaign launched last month. TV and radio spots and print ads support. New York-based Merkley & Partners designed.

In another attempt to boost customer loyalty, Arby’s is sponsoring a sweepstakes, which offers a grand-prize trip to Iceland.

Consumers who purchase a fish sandwich, potato item or SideKickers item and a drink from participating restaurants will receive a scratch off game piece. Consumers must scratch off the game pieces to see if they are a winner.

The Arby’s Iceland Adventure sweepstakes awards six grand-prize trips for two to Reykjavik, Iceland. Ten second-place prizes consist of Columbia Sportswear Company apparel. Lesser prizes include discounts off Arby’s food.

The sweepstakes is open to consumers 19 and older and runs through March 27. Internet materials support. Arby’s and New York-based Iceland Naturally and Iceland Seafood Corp. serve as sweepstakes sponsors.

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