Arby's Brings Oven Roasted Brand Message To Life; New Ad Campaign Uses Animation to Focus on Benefits of Oven Roasting.

Business Editors/Food & Restaurant Writers

FORT LAUDERDALE, Fla.--(BUSINESS WIRE)--Feb. 25, 2003

Underscoring its core brand equity of oven roasting, a point of differentiation since the brand's inception, Arby's, Inc., d/b/a Triarc Restaurant Group, has launched a new national advertising campaign featuring an animated character, Oven Mitt. The focal point of the campaign, which debuts on March 2nd, is Arby's consumer-driven brand message: Unlike other chains that fry or grill, Arby's roast beef is -- and always has been -- oven roasted in their restaurants for three full hours.

"This campaign underscores our understanding that oven roasting is our point of differentiation for consumers who are looking for higher quality, fresher foods," said Michael Howe, Arby's President and CEO. "Our continued focus on our core equity, and the Company's ability to communicate it clearly, gives us a competitive advantage in the marketplace."

Motivated by the desire to further connect with customers, Oven Mitt features the entertaining voice of Tom Arnold. Emotional about food that is "Oven Fresh... Oven Good," Oven Mitt sings to Arby's new Italian Beef n' Provolone sandwich and gives motivational speeches to his fellow crewmembers. The spots take place in an Arby's kitchen and utilize the power of animation to get through the clutter and spotlight the time and care that goes into making Arby's sandwiches.

The campaign also increases awareness of Arby's new limited-time-only sandwich: Italian Beef n' Provolone (featuring Arby's signature roast beef that has been marinated in an Italian seasoned sauce and topped with grilled onions and provolone cheese -- all served on a new artisan bread baguette roll).

The fully integrated national campaign includes two :30 commercials on cable TV, in addition to radio, print, POP and promotions. Created by Doner Advertising in Detroit, the largest independent advertising agency in the United States, the campaign reinforces the positive emotional connection that consumers have with roasting.

Prior to creating the campaign, Doner used exploratory qualitative research to target consumer trends and perceptions. Their research showed that consumers respect and desire food that is prepared in an oven. Oven roasting also was synonymous with special occasions, comfort, and home cooking.

"In an environment where consumers are looking for food they can feel good about eating, Arby's has created an advertising campaign that can extend and deepen the relationship we have with our customers," said John Lauck, president of Arby's Franchisee Association (AFA). "We feel confident that our new campaign will enhance consumer's perceptions regarding our brand and our oven roasted sandwiches."

Arby's, Inc., d/b/a Triarc Restaurant Group, a subsidiary of Triarc Companies, Inc. (NYSE:TRY), services more than 3,300 single- and dual-branded restaurants worldwide, including Arby's, T.J. Cinnamons(R) and Pasta Connection(R) brands.

Oven Roasting Fast Facts

Oven roasting is one of the most highly rated methods of food preparation.

Oven roasting has a genuine appeal for consumers who are not looking for the typical burger experience.

Roasting is considered a dry heat cooking method that cooks evenly.

Roasting is associated with emotionally positive thoughts, feelings and occasions such as holidays and family gatherings.

Roasting is linked to fond memories, and thoughts about the past. It provokes feeling of nostalgia that remind us of our mother's kitchen and "home cooking."

Certain sensory cues can trigger positive thoughts and feelings about roasting; including when we visualize or smell the whole roasted beef. Seeing an oven can also trigger positive feelings associated with roasting.

Consumers have positive feelings about cooking options that take time and effort.