Industry News | May 14, 2001
Arby’s, Pepsi Select Artist for Promotion
A world-renowned artist, Harvey’s work has broad commercial appeal throughout the world. He is best known for his signature T-shirts depicting a wide variety of sea life. The images are expected to appeal to Arby’s core consumer whose number one hobby is fishing, according to company market research.
"This is a promotion in which everybody wins," said Arby’s franchisee Trevor Streeter, Chairman of the Pepsi Bev-Com Counsel which represents all operators who serve Pepsi. "Our sports-minded customer receives our very popular 32oz Twist ‘N Go cup featuring a top wildlife artist. Arby’s franchisees are expecting the cups to help drive summer business. And conservation interests win because a portion of all sales of the special cups will be donated to the Guy Harvey Research Institute." The Guy Harvey Research Institute was established by the artist to encourage conservation through education and research.
In recent ad campaigns, Arby’s has shifted their emphasis to the adult consumer, based on market research findings indicating an adult preference for Arby’s menu offering. The Guy Harvey promotion is one of many promotional extensions of the research findings. The roast beef chain also recently introduced a line of fresh made deli sandwiches called Market Fresh, which have increased sales dramatically throughout the country.
The Guy Harvey promotion will run through August in all Arby’s participating restaurants that serve Pepsi-Cola.
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