ATLANTA — Arby’s Restaurant Group, Inc. is rolling out its new ‘Slicing Up the Truth About Freshness,’ advertising campaign in a bid to reinvent its fast-food image.
“The fact that Arby’s has been freshly slicing meats in every restaurant for nearly 50 years is something we’sre extremely proud of, and it’s something not all restaurant chains can say they do for their customers,” said Russ Klein, chief marketing officer, Arby’s Restaurant Group, Inc.
“We’sre committed to providing our customers with the best quality food and service possible, and it’s our belief that freshly sliced meat makes a great sandwich.”
This month the company also introduced Grand Turkey Club sandwiches, made with roast turkey, melted Swiss cheese, pepper bacon, lettuce, tomato and mayo on a toasted harvest wheat bun.
Arby’s new ad campaign includes TV, print and digital advertisements featuring former New York City Police Detective Bo Dietl on a mission to expose the truth about fresh slicing. In addition, the company has introduced the new tagline ‘Slicing Up Freshness’ and updated its logo and website.