ATLANTA — Arby's Restaurant Group Inc. has announced the introduction of a new advertising campaign that challenges consumers to join the fight against ho-hum, every day fast food.
The campaign, created by Merkley & Partners, features the Arby's Rescue Brigade, a group of dedicated Arby's enthusiasts whose sole mission is to save the world from ordinary fast food. The Brigade travels across the country in a boldly-designed Rescue Mobile showing up on the scene when someone is eating a bland, unsatisfying fast food meal.
The Arby's Rescue Brigade is led by Captain John Maddox, who founded the Brigade after experiencing what will forever be known as the "greasy burger incident." Maddox set out on a mission to find other Arby's lovers who would help him with his newfound calling. He recruited lovers of curly fries, Jamocha Shakes, classic Beef ‘n Cheddar and Toasted Sub sandwiches. And thus, the Arby's Rescue Brigade was born.
The Arby's Rescue Brigade is recruiting a new member to join the cause. Consumers looking for a chance to win a role as the newest Brigade member in an upcoming Arby's commercial and free Arby's food for a year, may send a video to www.arbysrescuebrigade.com, auditioning for the job. The contest runs through June 30, 2008. Rules and regulations can be found on the Web site.
