New deli sandwiches prompt largest Arby's marketing push in years

FORT LAUDERDALE, FL: Arby's launched its biggest national PR

program ever last week to coincide with its first centralized ad

campaign in 15 years.

The fast-food brand is operated entirely by franchise and serviced by

Triarc Restaurant Group. The marketing drive has been developed to

promote Market Fresh, Arby's new deli-style sandwich line with four


Triarc has retained Miami-based PR agency The Nixon Group for the last

four years. In late 2000, Nixon began developing a Market Fresh PR guide

for all 3,300 Arby's restaurants, which includes comprehensive,

step-by-step instructions on how to reach out to the media in the local


'Because Arby's is 100% franchised, we can only support on the broad

level,' said Lisa Mozloom, VP at Nixon. 'The franchisees implement it on

the local level.'

The guide also includes advice on developing a media list and creating

community outreach programs. Press release templates and media-ready

folders were included for franchisees to distribute to local reporters

with food samples.

Nixon also develops special promotions, and supports internal and

franchise communications for Triarc brands TJ Cinnamon and Pasta


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