After 4 years of the successful “We Have The Meats” campaign, Arby’s wanted to see what was next. People, many of them super old, were still only eating Arby’s roast beef, oblivious to the like 30 other sandwiches on the menu. Not to mention everyone from Wendy’s to Jimmy John’s to Subway to White Castle had ripped off Arby’s once-unique way of shooting food.
So for 6 months, my AD partner Rob and I essentially lived at the office, rebranding Arby’s and authoring the iconic cult brand’s next chapter. It’s all centered around a ridiculously fictitious version of Arby’s real executive chef in Arby’s real test kitchen in Atlanta, Georgia. It was written for H. Jon Benjamin since day one, and we somehow got him to step out of the voiceover booth and in front of the camera to air out his frustrations as a misunderstood sandwich savant.
So much writing and Wu-Tang and cold press and Pamplemousse La Croix and GrubHub’d junk food dinners went into selling this campaign through.
Executive Creative Director – Rick Utzinger
Creative Director – Jo Torres
Senior Copywriter – Mike Behrends
Senior A.D. – Rob Anton