First it was Burger King, then Domino's Pizza. Now Arby's is taking its turn as an in-show advertiser on Donald Trump's reality show "The Apprentice." On April 3, the "Arby's Chicken Naturals" line,
which debuted in February, will be featured on the show, in which contestants compete for a job with The Donald. It's the third time in five seasons that a fast-food marketer has played a role in the
show, which experts say makes perfect sense for the show and for the advertiser. "It's a natural fit for [the show]," said Brad Adgate, senior vice president of research at Horizon Media Adgate.
"You're talking about would-be entrepreneurs who want to get into business. Marketing and selling things is a big part of that." It also works for marketers who are constantly vying for consumers'
attention in an increasingly crowded media field. "It's top of mind, it's integrated, it's in a clutter-free environment," Adgate said. "Its TiVo- and DVR-proof." In January 2005, Burger King teamed
up with the show to develop and then market a new burger, loaded with cheese, onion rings, lettuce and tomato. Several months later the contestants came up with a new dish for Domino's: a pizza pie
cheeseburger combination with bacon and three types of cheese.
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