Arby's Restaurant Group announced the launch of a new integrated marketing and advertising campaign: Arby’s. It’s Good Mood Food.
The campaign launched February 27 and brings to life the brand’s positioning—“Exciting tastes you can feel good about … every day.” The campaign highlights Arby’s good, wholesome, tasty food that puts people in a good mood and is the latest step in Arby’s strategy to grow sales and profits. Arby’s produced a 2.9 percent increase in company-operated same-store sales in the fourth quarter of 2010.
The campaign will also involve satirical national TV ads that feature a character named R.B., who helps seemingly opposite couple—a dog owner and a cat owner, for example—find common ground over Arby's food. R.B. is a nod to the Raffel Brothers, who founded Arby's in 1964.
Arby's will also be introducing the Angus Three Cheese & Bacon Sandwich, which is Arby's first premium Angus beef offering. The sandwich pairs oven-roasted, thinly sliced Angus beef with swiss and cheddar cheeses, parmesan peppercorn ranch sauce, and pepper bacon served on a toasted Italian-style roll.
Arby's is using its Facebook page to promote the new addition to its menu. When Facebook users click on the "Like" icon on the Arby's page, from February 28 through March 4, they will receive a $1 off coupon to try Arby's new Angus Three Cheese & Bacon sandwich.
“This campaign is focused on our target audience, Balance Seekers, who want and need to eat fast food because of their busy lifestyles, but do not want to feel guilty about eating it. They’re telling us that Arby’s has something over other fast food restaurants… a balance of higher quality, more wholesome food that they can feel good about eating,” says Steve Davis, chief marketing officer of Arby's Restaurant Group.
“We like to think that stopping by Arby’s makes their day a little brighter. With this campaign, we’re recommitting our team to inspire good moods each and every day,” Davis says.
Arby’s is hosting pep rallies and training sessions for restaurant teams throughout the U.S. to prepare for the new campaign. Arby’s will also bring the campaign to life in its restaurants through signage, menu boards, packaging, and more.