Fast-food marketer Arby's is taking off the gloves in a potentially controversial new ad campaign that takes direct aim at two of the restaurant chain's most prominent competitors--McDonald's and
Wendy's. Arby's--traditionally known for its roast beef sandwiches--also serves chicken, and is putting more emphasis on that menu item. The new ads attack the quality of the chicken served at
McDonald's and Wendy's, claiming that the two rivals put additives in their chicken--unlike Arby's, which offers 100 percent chicken. One commercial, set in a fictitious McDonald's boardroom, features
a young man trying to convince McDonald's executives to serve a healthier type of chicken in the chain's restaurants. "I propose that McDonald's stops putting phosphates, salt, and water into its
chicken. Consider replacing your chicken, that is only about 70 percent chicken, with 100 percent all-natural chicken," argues the young man, standing against a backdrop of McDonald's famous Golden
Arches logo hanging on the wall. Unconvinced, the room erupts with laughter. In response, a Wendy's spokesman said: "Our customers recognize and appreciate the quality of the food we serve at
Wendy's." A spokesman for McDonald's declined to comment because he hasn't seen the ads. The commercials will air both on network TV and cable networks such as ESPN and MTV. Arby's also will use
in-store poster and signage to attack its rivals' chicken products.
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