Arby's launches "It's Good Mood Food"


It’s a “campaign philosophy” that will resonate across the company, including in-store. The new effort – Arby’s. It’s Good Mood Food – includes national television spots and outdoor. Programming includes American Idol, Raising Hope, The Bachelor, Desperate Housewives, Fringe, Grey’s Anatomy, The Office, 30 Rock, and a live in-show commercial during Jimmy Kimmel Live!

Via BBDO NY, the campaign launched 2/27 and underscores the brand’s positioning – “Exciting tastes you can feel good about … every day.” Creative highlights Arby’s good, wholesome, tasty food that puts people in a good mood. It’s the latest step in Arby’s strategy to grow sales and profits, as the chain produced a 2.9% increase in company-operated same-store sales in Q4 2010. Some of that credit can likely be placed with the QSR chain introducing an everyday value menu featuring many of its signature menu items and seasonal favorites, for as little as a dollar.

Television creative features a character named R.B., who helps seemingly opposite couples – a snowboarder and a skier, a dog owner and a cat owner and a cowboy and a city slicker – find common ground over Arby’s food. R.B. is a nod to the Raffel Brothers, who founded Arby’s in 1964.

Arby’s Facebook page,, will reflect the campaign and spread the good mood. When Facebook users click on the “Like” icon on the Arby’s page, from February 28 through March 4, they will receive a $1 off coupon to try Arby’s new Angus Three Cheese & Bacon Sandwich for themselves.

The chain will also introduce a new food blog,, in March penned by VP/Product Development, Brian Kolodziej. Kolodziej, a professional chef, will share a behind-the-scenes look in the kitchen at Arby’s, food trends and more.

To prepare for the campaign, and because a “good mood emanates from within,” Arby’s is hosting pep rallies and training sessions for restaurant teams throughout the United States. Arby’s will also bring the campaign to life in its restaurants through signage, menu boards, packaging and more.