Arby's stokes 'sandwich war' fire

Nov. 16, 2012

Arby's has added a new component to its ad campaign featuring New York City police detective Bo Dietl.

In addition to launching a new commercial showing Dietl "uncovering" rivals' lack of in-store meat slicer equipment, Arby's is also encouraging consumers to take sides in the "sandwich wars" through its social media channels.

Arby's Twitter, Instagram and YouTube channels include "investigative" footage from Dietl visiting rivals' restaurants to reiterate the brand's new tagline "Slicing Up the Truth About Freshness."

Additionally, the Arby's Facebook page includes video quizzes related to the new video. The focus of the investigation is to point out that the "big guys," such as Subway, choose not to slice their sandwich meats fresh in store.

"Throughout my career I've had one mission — to uncover the truth," Dietl said. "I'm proud to partner with Arby's to expose the truth about freshly sliced meats and I'm excited to share the latest results from my investigation. Take a look for yourself, but to me it seems like Arby's is emerging victorious in the Sandwich Wars."

In October, Arby's introduced a brand re-launch and the new "Slicing Up the Truth About Freshness" advertising campaign with new commercials, an updated logo, new menu items, new tag line and website refresh.

Read more about marketing and branding.

Topics: Marketing / Branding / Promotion , Online / Mobile / Social , Sandwich

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