Arby's 'Taste Endures'

Arby’s uses testimonials from actual customers to celebrate its 35th anniversary in two new spots from Doner.
The campaign, which breaks in spot markets this week, touts the fast-food chain’s cornerstone roast beef sandwich.
In the 30-second commercials, customers talk about their loyalty to Arby’s, while familiar Arby’s pitchman Barry White provides a voiceover. The spots are tagged, “Good taste endures.”
The people in the ads were found by identifying frequent Arby’s customers during in-store interviews, said Scott Lippitt, Arby’s account director and evp at the Southfield, Mich.-based