Crispin believes in disruption. If there is a status quo lying around someplace unprotected, Crispin’s team will seek it and destroy. They’ve done it for pizza, for cars, and now they’re doing it for Arby’s roast beef.
Of course, Arby’s is no local deli. But by comparison to the fast food slinging giants, like Subway, they are a step closer to the careful consideration, and friendly nod we’ve come to expect in a deli. And Arby’s new agency wisely runs with this brand truth.