ATLANTA Arby’s Restaurant Group Inc. has launched a new ad campaign featuring the “Arby’s Rescue Brigade,” an action-oriented squad whose mission is to rid the world of “ho-hum, everyday fast food.”
The campaign, created by Omnicom Group’s Merkley & Partners of New York, is the next evolution of the “I’m Thinking Arby’s” campaign. The first spot focuses on the 3,700-unit chain’s new Philly Beef and Fajita Flatbread Melts.
The brigade travels across the country in a flashy rescue mobile, showing up wherever someone is eating a “bland, unsatisfying fast-food meal.” Arby’s has partnered with Yahoo! to feature the brigade on several of its high-traffic pages as well as in 15-second streaming videos showcasing a few of Arby’s most popular snacks and shakes, including Loaded Potato Bites and the Berry Delight Swirl Shake.
Consumers have a chance to become the newest brigade member in a future commercial -- and win free Arby’s food for a year -- by sending a video to www.arbysrescuebrigade.com to audition for the job. The contest will run through June 30.
Last week Arby’s parent Triarc Cos. announced that it was buying Wendy’s International Inc. in a stock swap valued at $2.34 billion. Wendy’s current ad campaign also seeks to position the chain's offerings as superior to quick-service competitors' with the tagline, “It's waaaay better than fast food. It's Wendy's.”
