Arby's Sets Sandwich Line Push

Arby’s in October will launch a four-week, $17 million series of testimonial TV spots from Doner to tout the chain’s upscale Market Fresh sandwich line, its first major menu addition in a decade.

The creative effort continues Arby’s “Satisfy your adult tastes” theme and marks the chain’s first national advertising in 15 years. Up to four spots are being considered.

Filming is getting under way in suburban Los Angeles shopping areas. In the spots, consumers will be asked to taste a sandwich and then asked a question such as, “What would you think if we told you it’s from a fast-food restaurant?”

Scott Lipitt, executive vice president and group account director at the Southfield, Mich.,