Arby’s has a new spokesman: H. Jon Benjamin, the voice of the lead character in the animated hit TV show “Archer.”
In his appearances as on-camera pitchman for the quick-service brand, Benjamin introduces a new tagline that plays off Arby’s longtime slogan, “Arby’s. We have the meats.” An off-screen announcer utters those words. Benjamin jumps in to add, “for sandwiches.”
The new spots stress that Arby’s has far more than roast beef sandwiches—some 17 additional sandwiches, as Benjamin notes. He highlights such alternative options as Arby’s smoked brisket sandwich, as well as a Reuben.
The spots are part of Arby’s efforts to draw consumers who are younger than its traditional clientele. Younger generations are typically not as enticed by roast beef, Arby’s signature meat, as their predecessors might have been.
The new spots humorously note Arby’s heritage as a roast beef specialist. Benjamin jokes that the chain was likely where a viewer was taken by his or her grandparents.
Both of the new 30-second spots show Benjamin, identified not by name but by the title Arby’s Head of Sandwiches, walking through what’s presented as the brand’s test kitchen.
The new campaign begins Sept. 9. It’s the latest in a torrent of marketing news coming out of Inspire Brands, the parent company of Arby’s, Buffalo Wild Wings and Rusty Taco.
Yesterday, Inspire announced that it was resurrecting the original name of Rusty Taco, which prior ownership had renamed R Taco. A few days earlier, it lifted the napkin on the first new ad campaign for Buffalo Wild Wings in 18 months.