ARBY'S REVEALS THE TRUTH IN NEW BRANDING CAMPAIGN
By Adnews Staff
Arby's International of Mississauga, Ontario is telling the truth and nothing but the truth in its new branding campaign that launched March 5. The campaign is designed to establish Arby's as the leader in the adult fast food industry. "Adult Truths" includes television and radio advertising running in about 40% of the markets Arby's holds a presence in across Canada. The campaign was created by Doner Advertising of Southfield, Michigan and features the voice of Patricia Richardson, star of ABC's "Home Improvement." Richardson positions the brand as fast food for "today's more discriminating adult tastes" through the use of humor and wordplay. The tagline "Arby's. Now that your tastes have grown-up." is featured in all spots. According to Arby's the new campaign was the result of consumer research conducted with 1,800 heavy fast food users. The new branding is also being incorporated into merchandising, in-store materials, POP design and packaging. Arby's rolled out a new hospitality program in March and new in-store graphics and tray liners will debut in May. A Canadian promotion will also break in June featuring the "Great Canadian Sandwich." The "Adult Truths" campaign, running in English only, is targeting the 25-54-year-old age group.