These days, many of us are used to seeing attack ads on TV. The ads are mostly coming from politicians, but if you have seen Arby’s recent campaign, it’s also from the fast food world.
Second-tier fast food chain Arby’s is taking on sandwich giant Subway – aggressively going after their “Eat Fresh” tagline. The approach? Hiring a retired NYPD detective (see above) to “[slice] up the truth about freshness.” A 30-second spot came out in early October, and a longer ad came out a couple days ago (see below).
The gist is that the detective is “investigating” where Subway slices the meat for their sandwiches. In the most effective part of the longer ad, people on the street are questioned where Subway slices their meat because there is no visible slicer in any shop. The natural assumption is that it happens somewhere in the back. I assumed the same thing. Apparently, this is not true. The meat is shipped in to the stores – pre-sliced – from some generic looking factory (one being in Iowa).
I have long been a skeptic of Subway’s meat, and this campaign aims to expose another facet of the lack of quality. However, this campaign says far more about Subway than it does about Arby’s. Yes, Arby’s slices their meat every day in-house, but I am more repelled by Subway than attracted to Arby’s. So while the campaign is interesting, (and a bit rambling), it definitely serves to damage Subway over promoting Arby’s. The key message is lost.
Do you feel differently? Did you have any idea that all Subway meat is sliced, and then shipped to the stores? Do you seriously still eat at Subway??
H/t to AdWeek for the scoop.