Competition among quick service restaurants is hotter than ever when it comes to the breakfast segment. Arby’s Restaurants in Lexington, KY, wanted to establish themselves as the ideal “breakfast destination” for consumers. Sheehy developed four, 15-second TV spots for Arby’s, each focused on a different breakfast menu item.
The campaign did indeed get people “thinking Arby’s” for breakfast. The Lexington Co-Op saw weekly sales increases of more than 9.5% over the previous year. Results were so positive that numerous other co-ops purchased the rights to air the spots in their markets.