Arby's fires a shot at McDonald's "adult taste" posturing of last year, with a new campaign from W.B. Doner
& Co., Baltimore, that positions the Arby's sandwich chain as the more sophisticated choice. In one 30-second spot, two w omen enter a fast-food eatery that's advertising adult fare, only to be bombarded inside by rambunctious children having a food fight. The commercial, which broke on network TV March 2, touts a new line of chicken sandwiches and fe atures the tagline "For real adult taste, choose a real adult place. Arby's."