Doner's Work Suggests Chain's Roast Beef Is a More Mature Dish
DETROIT--While other fast-food chains generally aim their advertising and promotions at a younger crowd

Doner’s Work Suggests Chain’s Roast Beef Is a More Mature Dish
DETROIT–While other fast-food chains generally aim their advertising and promotions at a younger crowd, Arby’s has decided to go after older eaters with a new “Adult Truths” campaign from lead agency Doner.
The $60 million effort from the Southfield, Mich., agency broke over the weekend and features the tagline “Arby’s: Now that your tastes have grown up.”
The campaign includes about 30 TV spots along with radio and point-of-purchase materials. TV spots will air on spot network and cable stations. Radio ads will air in spot markets as well. A new batch of spots can be expected in the fall, said Scott Lippitt, Doner executive vice president and group account supervisor.
The campaign replaces Arby’s former tagline, “Love food? Think Arby’s,” which was used in celebrity-driven spots that featured the voice of rhythm and blues star Barry White and other performers.
The new ads feature the voice of actress Patricia Richardson, who appeared in the TV show Home Improvement.
Research done by Arby’s and Doner of 1,800 fast-food consumers revealed that Arby’s current core customer group is made up of adults who prefer the chain’s roast beef and chicken items over fried hamburgers at other chains, Lippitt said. “The campaign isn’t so much anti-kid as it’s pro-adult,” he said.
The spots use subtle humor and clever wordplay to suggest that Arby’s is a cut above most fast-food chains, and is therefore better suited for adults with more discriminating palates.
The campaign suggests that there are two benefits to choosing Arby’s over the competition: The food is geared more toward adult tastes; and consumers can feel better about eating it because it is healthier than most fast food, Lippitt said.
Some of the spots that make up the second part of the campaign will emphasize offerings that are unique to Arby’s, such as appetizers like grilled mozzarella sticks, Lippitt said. K