News

Arby’s to showcase 13-hour brisket smoking in real-time ad

May 23, 2014

On May 24, Arby’s is going for the Guinness World Record for longest TV commercial ever aired as the brand showcases its smoked brisket offering.

The 13-hour commercial will follow Arby’s brisket smoking in a smoker in real time. The ad will be aired on My9 in Duluth, Minn., starting at 1 p.m. CT.

According to a news release, Arby’s will also air an encore at 13hourbrisket.com on May 28, featuring $20,000 in barbecue-themed prize giveaways, including 13 $1,300 cash prizes, smokers, barbecue books and cooking utensils.

Arby's rolled out its Smokehouse Brisket sandwich in September. Jason Rollins, Arby’s manager of public engagement, said the offering has been the brand’s most successful new LTO ever.

“Adding a new protein like that is unheard of in QSR,” he said.