Seldom in today’s culture do we see a company not directly related to the outdoor industry embrace hunting as part of its marketing platform. National restaurant chain Arby’s has bucked that trend with its new ad campaign aimed directly at hunters.
Built upon the company’s “We have the Meats” ad slogan, Arby’s has taken things to the next level with ads that directly target the hunter demographic with print (the first print ads for the company in years) and television commercials that are set in hunting situations. The ads are complete with a new logo featuring deer antlers sprouting from the familiar Arby’s hat logo along with the slogan “It’s Meat Season."
The ads came about because, as Jeff Baker, vice president of Brand Experience for the restaurant chain, says, “There are more than 20 million hunters in the United States, and that group overlaps heavily with the chain's customer base.” Arby’s recognizes that hunters are a passionate group, and that they like meat, and that makes them a perfect fit for the new campaign.
Even more surprising than the new advertisements, Arby’s has gone so far as to market a new venison sandwich in select test markets in states with high hunter densities. The new sandwich is advertised as “premium thick-cut top and bottom round venison steaks topped with crispy onions and berry sauce, all placed on a toasted roll.”
The company states that the venison supply for the new sandwich is sourced from grass-fed, free-range, farmed deer. According to Rob Lynch, Arby’s brand president and chief marketing officer, the sandwiches are 100% deer meat made from premium-cut top and bottom round steaks from the hind quarter of the deer.
Let us know what you think. Will the new ads or the venison sandwich make you more likely to choose Arby’s as your dining destination? I think I will swing by for lunch today and let them know I appreciate the new campaign.