Having worked at a McDonald's and for the McDonald's brand for a couple of years, seeing advertising like the one below reminds why the golden arches still have the higher share in the fast food market. Please know that I am not saying that McD's has this share solely because of its advertising, but at the very least, their advertising doesn't turn anyone away.
While watching TV a couple of weeks ago, I came across the Arby's B-day spot, which you can see below. After watching it I just thought... wow, somebody actually produced this spot? Let me say that there is really nothing wrong with the production, it is more the idea that got produced.
The strategy behind this campaign was pretty insightful and good. I'm Thinking Arby's. Ownable, different and niche enough that when you want to eat something hot and tasty only Arby's will suffice, hence you crave and can only think Arby's... the problem was the execution.
Does the guy like the food? His wife in the Arby's uniform? Arby's at home?
Below you will find of my favorite fast food commercials, and to show that I am not being biased, its from Jack in the Box. The ad below makes you not only laugh, but relate, either because of your job, your status, or because you just love breakfast. The spot delivers the benefit that time doesn't matter at JITB, whenever you want breakfast you can get it.
What do you think? Does the Arby's ad turn you off? Does the Jack in the Box ad speak to you? Which one do you think delivers better on strategy?
I think Arby's is still a little bit unsure on how to correctly deliver the "I am thinking Arby's" I don't think the execution stinks a 100%, it actually made me laugh a little bit, but that doesn't mean that I will be thinking Arby's, even though I like their sandwiches. I think Arby's could concentrate their efforts on what really turns the consumer when they are thinking about fast food sandwiches. As a consumer, sometimes I ask myself, do I want a burger, a chicken sandwich or a roast beef sandwich. That is where I think Arby's could leverage their strategy in order to produce more relevant executions. On the other hand,the Jack in the box spot is simple, to the point, emotional, and does remind me that whatever the time is during the day they will always have breakfast for me.
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