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Arby's beefs about greasy burgers

Published on .

Grease is the word -- and not a good one -- in a new Arby's brand spot. The Triarc Restaurants Group fast-food chain positions itself as the preferred choice of adults, who favor slow-roasted beef over burgers awash in grease. Arby's says its roast beef sandwiches are "something you can feel good about" and asks, "Tired of that greasy kid stuff?" The tagline in the campaign from Doner, Southfield, Mich., echoes the adult message: "Arby's. Now that your tastes have grown up." Copywriter: Tom O'Connor. Art director: John Strohmeyer.
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