ARBYS® BRINGS OVEN ROASTED BRAND MESSAGE TO LIFE New Ad Campaign Uses Animation to Focus on Benefits of Oven Roasting

Underscoring its core brand equity of oven roasting, a point of differentiation since the brands inception, Arbys, Inc, d/b/a Triarc Restaurant Group, has launched a new national advertising campaign featuring an animated character, Oven Mitt.

FOR IMMEDIATE RELEASE
         
        
(Fort Lauderdale, FL, February 25, 2003) Underscoring its core brand equity of oven roasting, a point of differentiation since the brands inception, Arbys, Inc, d/b/a Triarc Restaurant Group, has launched a new national advertising campaign featuring an animated character, Oven Mitt. The focal point of the campaign, which debuts on March 2nd, is Arbys consumer-driven brand message: Unlike other chains that fry or grill, Arbys roast beef is -- and always has been -- oven roasted in their restaurants for three full hours.
     This campaign underscores our understanding that oven roasting is our point of differentiation for consumers who are looking for higher quality, fresher foods," said Michael Howe, Arbys President and CEO. Our continued focus on our core equity, and the Companys ability to communicate it clearly, gives us a competitive advantage in the marketplace."
     Motivated by the desire to further connect with customers, Oven Mitt features the entertaining voice of Tom Arnold. Emotional about food that is Oven Fresh... Oven Good," Oven Mitt sings to Arbys new Italian Beef n Provolone sandwich and gives motivational speeches to his fellow crewmembers. The spots take place in an Arbys kitchen and utilize the power of animation to get through the clutter and spotlight the time and care that goes into making Arbys sandwiches.
     The campaign also increases awareness of Arbys new limited-time-only sandwich: Italian Beef n Provolone (featuring Arbys signature roast beef that
has been marinated in an Italian seasoned sauce and topped with grilled onions and provolone cheese -- all served on a new artisan bread baguette roll).
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     The fully integrated national campaign includes two:30 commercials on cable TV, in addition to radio, print, POP and promotions. Created by Doner Advertising in Detroit, the largest independent advertising agency in the United States, the campaign reinforces the positive emotional connection that consumers have with roasting.
     Prior to creating the campaign, Doner used exploratory qualitative research to target consumer trends and perceptions. Their research showed that consumers respect and desire food that is prepared in an oven. Oven roasting also was synonymous with special occasions, comfort, and home cooking.
     In an environment where consumers are looking for food they can feel good about eating, Arbys has created an advertising campaign that can extend and deepen the relationship we have with our customers," said John Lauck, president of Arbys Franchisee Association (AFA). We feel confident that our new campaign will enhance consumers perceptions regarding our brand and our oven roasted sandwiches."
     Arbys, Inc., d/b/a Triarc Restaurant Group, a subsidiary of Triarc Companies, Inc. (NYSE: TRY), services more than 3,300 single- and dual-branded restaurants worldwide, including Arbys, T.J. Cinnamons® and Pasta Connection® brands.

OVEN ROASTING FAST FACTS

Oven roasting is one of the most highly rated methods of food preparation.
Oven roasting has a genuine appeal for consumers who are not looking for the typical burger experience.
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Roasting is considered a dry heat cooking method that cooks evenly.

Roasting is associated with emotionally positive thoughts, feelings and occasions such as holidays and family gatherings.

Roasting is linked to fond memories, and thoughts about the past. It provokes feeling of nostalgia that remind us of our mothers kitchen and home cooking."

Certain sensory cues can trigger positive thoughts and feelings about roasting; including when we visualize or smell the whole roasted beef. Seeing an oven can also trigger positive feelings associated with roasting.

Consumers have positive feelings about cooking options that take time and effort.

CAMPAIGN FAST FACTS

Doner Advertising, headquartered in Detroit, Michigan, is the largest independent advertising agency in the United States.

Doner Advertising has offices throughout North America, as well as in London, and does business in more than 30 countries.

Doners clients include: Mazda, The May Department Stores Company, Minute Maid, Blockbuster Entertainment, Progressive Insurance, Mail Boxes Etc., Owens Corning, Heinz Pet Products, HGTV, La-Z-Boy, and DuPont.

The creative team that worked on the Oven Mitt animated TV spots were:

   John DeCerchio, Vice Chairman, Chief Creative Officer
John Parlato, EVP, Executive Creative Director
Sheldon Cohn, EVP, Director of Broadcast Production
Tom O'Connor, VP, Creative Director
John Strohmeyer, VP, Creative Director
Phyllis Shook, Producer
Scott Lippitt, EVP, Account Management Director
Kris Miotke, VP, Account Director
Stephen Hahn, Senior VP, Planning and Research

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ANIMATION FAST FACTS

Animation (n), Using inanimate or non-human objects that are made to move and talk in a lifelike fashion.

Some of advertisings greatest successes have included animated characters. These include the Pillsbury Doughboy®, Budweiser® frogs, and the Serta® sheep.

Because of its entertaining nature, animation gets through the clutter, leaves an impression, and has a long shelf life.

Animation allows advertisers to stretch the boundaries and have fun while connecting with the audience.

Walt Disney Studios is the most influential studio in the history of animation. It exploded onto the scene in 1928 with Mickey Mouse® in "Steamboat Willie" and paved the way for the use of animation in movies and commercials.

In the early days of television, most commercials were animated -- primarily because production values for live-action spots were so primitive. These early-animated spots were targeted to adults. Today, animation reaches all age groups.

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        Doughboy is a Registered Trademark of The Pillsbury Company.
        Budweiser is a Registered Trademark of Anheuser-Busch, Inc.
        Serta is a Registered Trademark of Serta, Inc.
     Mickey Mouse is a Registered Trademark of Walt Disney Productions.