According to the company, the focal point of the campaign, which debuted this weekend, is to stress to consumers that, unlike other chains that fry or grill, Arby's roast beef is oven-roasted in their restaurants for three hours.
"This campaign underscores our understanding that oven-roasting is our point of differentiation for consumers who are looking for higher quality, fresher foods," said Michael Howe, Arby's president and CEO. "Our continued focus on our core equity, and the company's ability to communicate it clearly, gives us a competitive advantage in the marketplace."
Emotional about food that is "Oven Fresh...Oven Good," the animated Oven Mitt, whose voice is provided by Tom Arnold, sings to Arby's new Italian Beef n' Provolone sandwich and gives motivational speeches to his fellow crewmembers.
The fully integrated national campaign includes two 30-second commercials on cable TV, as well as radio, print, POP, and promotions.
The campaign was created by Detroit-based Doner Advertising, whose research showed that consumers "respect and desire food that is prepared in an oven." They also found that oven-roasting is synonymous with special occasions, comfort, and home-cooking.