• by Teresa Buyikian , May 9, 2025

Comedians Cedric the Entertainer and Anthony Anderson appear in the new national TV and online campaign for the Quarter Pound Brisket Sandwich and the Quarter Pound Pulled Pork Sandwich. The comedic duo have been business partners since 2023, when teamed up to launch AC Barbeque, their own lifestyle line that includes BBQ sauces -- two of which, Cedric’s Sweet Bussin Brown Sugar Sauce and Anthony’s Spicy Chipotle Smoke Sauce, are also now on the Arby’s menu.

The pair stars in a series of 15- and 30-second spots, created by Fallon, which all depict them hamming it up for the camera while manning several BBQ smokers and also touting their new sauces. In the hero spot, the two discuss how Arby’s “smokes their BBQ up to 13 hours,” and say they’re also ready to “put in the 13 hours.” After the camera cuts to a shot of meat on the smoker, it pans back to the duo -- who are now played by stand-in actors as Cedric and Anderson escape in the background.

“We were introduced to Anthony and Cedric through one of our franchisees, and in that initial conversation we discussed their AC Barbeque products, and just knew there were many synergies between both brands,” Arby’s CMO Jeff Baker tells  Marketing Daily. “Rather quickly after that introduction, both Anthony and Cedric were in our Atlanta headquarters meeting with our culinary team trying different meats and sauce combinations. And when we tried the BBQ sandwiches with the AC BBQ Sweet and Spicy sauces, we knew we had a hit that delivered an authentic barbecue experience.”

Arby’s kicked off the campaign with a pop-up event on May 1 in New York City. An industrial grade smoker was on site with a 13-hour countdown clock. When the countdown was over, Anderson and Cedric arrived onsite to hand out free barbeque sandwiches to the public.

“(Our) marketing strategy is known for its humor, boldness, and authenticity,” adds Baker. “The collaboration with well-known personalities like Anthony and Cedric brings both brands to life and provides an opportunity for engaging content (and BBQ sandwiches).”