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Arby’s Introduces New ‘Head of Sandwiches’ Campaign

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By Raj Prashad

Four years after launching the incredibly successful “We Have the Meats” campaign, Arby’s is evolving its creative to feature a new “Head of Sandwiches.”

The restaurant brand has positioned itself as a home to more than 30 different protein-packed sandwiches, and Arby’s plans to continue pushing that notion with comedian and actor H. Jon Benjamin taking on the role as the new “Head of Sandwiches” alongside the recognizable voice of “We Have The Meats,” Ving Rhames.

“People who don’t come to us as often, or haven’t given us a shot, they still think of us as a roast beef place,” said Jim Taylor, Chief Marketing Officer of Arby’s. “We want to change that. We want Arby’s to be their favorite sandwich shop in the fast food industry and beyond.”

In a series of television spots, H. Jon, best known for voicing Sterling Archer in the animated sitcom, Archer, announces Arby’s isn’t just a destination for roast beef sandwiches any longer. Instead, he rattles off additional meaty sandwich options that include 13-hour smoked brisket, a traditional Greek gyro, with meat sliced from spit rotisseries and the classic rueben.

The new advertisements will begin airing on Sunday, September 9.

“We want our guests to know and try our unmatched variety of delicious sandwiches.


I want to give them a decision to make when they consider Arby’s – ‘do I go there for my old favorite or my new favorite sandwich.’” Jim Taylor, Chief Marketing Officer, Arby’s

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In The News


The Wall Street Journal

Arby’s Pivots to Sandwiches, Looks to Shed Roast Beef Image

September 6, 2018
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