Arby's has launched a new marketing and advertising campaign titled "Arby's. It's Good Mood Food."
The campaign, which started Sunday, highlights Arby's food putting people in a good mood. In satirical national television ads, a character named R.B. helps various unlikely couples -- a snowboarder and a skier, for example -- come together over Arby's food. The TV spots will air on programs including American Idol, The Bachelor, Desperate Housewives, Grey's Anatomy, The Office and 30 Rock.
The campaign is focused on people who want and need to eat fast food because of busy lifestyles, "but do not want to feel guilty about eating it," said Steve Davis, chief marketing officer. "With this campaign, we're recommitting our team to inspire good moods each and every day."
Arby's is part of Atlanta-based Wendy's/Arby's Group.
Get the news faster! Follow the AJC's fast-food coverage on Twitter.