DETROIT Doner continues to target adults with an anti-burger campaign for Arby's that breaks Sunday.
The national effort has a more humorous tone and features a new tagline: "What are you eating today." It replaces the fast-food retailer's "Appetite Man" campaign, which featured the sensuous voiceover of Barry White as the consumer's "inner appetite." The new work stars a misbehaving animated oven mitt with the voice of comic actor Tom Arnold, according to a Doner representative.
The four initial TV spots and two radio commercials from the Southfield, Mich.-based Doner focus on the chain's oven-roasted sandwiches as a healthier alternative to burgers and fried food. In each spot, the mischievous mitt character, who is in charge of removing the fresh roast beef from the oven, touts the benefit of how Arby's prepares its meats.
In "Volare," which introduces Arby's new Italian beef and provolone sandwich, the mitt bursts into a rendition of "Volare." As he is being shoved into a drawer for his misbehavior, he yells: "OK, OK, I'll stop!"
Arby's is a 3,200-store system franchised by the Triarc Co. of New York.