Arby's Ads Play Chicken With Rivals

06 July 2006

NEW YORK - US fast-food chain Arby's, famed for its roast-beef sandwiches, on Wednesday launched an aggressive TV campaign badmouthing the chicken sandwiches vended by its rivals.

Although competitors aren't mentioned by name, the commercials depict a customer beefing about chicken quality outside McDonald's famous Golden Arches logo. The Wendys chain gets similar treatment.

McDonald's declined to comment because it hadn't seen the ads, while a po-faced Wendys spokesman droned: "Our customers recognize and appreciate the quality of the food we serve at Wendy's."

Created by Merkley + Partners, the commercials are running both on network TV and cable. Arby's also will use instore posters and signage to disparage its rivals' chicken products.