Arby’s launched a new ad campaign featuring actor and comedian H. Jon Benjamin, best known for voicing Sterling Archer in the animated sitcom Archer. It also has a new tagline: “Arby’s. We Have The Meats … for Sandwiches.”

Benjamin plays Arby’s official Head of Sandwiches, whose mission is to communicate the surprising variety of big meaty sandwiches on Arby’s menu. There are millions of people who still think of Arby’s as a roast beef-only destination, and Arby’s Head of Sandwiches is here to shed some light on the brand’s 17 other sandwiches, the company said. The commercials, which are an evolution of the “We Have The Meats” campaign, begin airing on September 9.

Check them out below:

Marketing & Promotions, Story, Arby's