Arby’s is adding more lower-priced items to its menu with the national launch of a new value menu that will be supported by new advertising creative.

Every Day Value

The new value menu, which starts at $1, features Arby’s signature items, including an oven-roasted, freshly sliced Roast Beef sandwich, Curly Fries, and a Jamocha Shake. The menu will be refreshed periodically to showcase seasonal favorites and other signature offerings.

The new Value Menu complements the existing $5.01 Combos that the company launched in September. The combos feature a choice of one of five full-sized sandwiches, a small order of fries, and a small drink for $5.01.

“Arby’s is the only place you’ll find roast beef sandwiches on a value menu that are slow-roasted in-house every day and served from the convenience of a drive-thru,” says Steve Davis, chief marketing officer for Arby’s Restaurant Group, Inc. “To know us is to love us…our fans have a strong connection to the brand, our great food and sauces, and more because we’re so unique. The value menu offers those fans an affordable way to get their hands on some of Arby’s classics.”

New Creative

To introduce its new value menu, Arby’s has created new advertising, designed by Merkley + Partners, New York, featuring fans sharing their stories about why they love Arby’s food.

“We designed these spots to help us cut through all of the value menu clutter already out there and feature what sets us apart from the rest of the pack: our food,” Davis says.

Arby’s first national ad campaign in support of the value menu, entitled “Kaboom,” will begin airing on Saturday, April 10, during Saturday Night Live, hosted by Tina Fey. It’s also slated to run in prime time, late night, and syndication, during a variety of programs. Online initiatives include banner ads across many Yahoo! sites.

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