Arby’s unveils “Slicing up the Truth About Freshness”


It’s a brand re-launch and new campaign that celebrates Arby’s rich heritage in freshly slicing meat in their restaurants every day for nearly 50 years. Through the new campaign, Arby’s highlights this fact and differentiates themselves from other sandwich shops that cannot make the same claim.

The effort, via Crispin Porter + Bogusky, includes national television, print and digital featuring former New York City Police Detective Bo Dietl on a mission to expose the truth about fresh slicing.

The TV spots began airing Sunday, 9/30. The spots will be featured during popular primetime shows, including Revolution, Ben and Kate, Animal Practice, Glee, Modern Family, X-Factor, The Voice and Revenge. In late night, the ads will air in the company of Jay Leno, Craig Ferguson, Jimmy Fallon and Jimmy Kimmel.

The re-brand includes an updated, modernized logo that stays true to the iconic hat, but also communicates Arby’s pride in freshly slicing meat daily in each restaurant.  The new tagline is “Slicing Up Freshness,” and they’ve instituted a complete website refresh to reflect the new campaign and highlight Arby’s famous slicers.

Turkey Roasters have also been added: a new line of turkey sandwiches freshly sliced daily in Arby’s restaurants and served hot.