As part of a cheeky campaign comparing its Crispy Fish Sandwich to those at other fast-food restaurants, Arby’s has offered to pay customers to try the sandwich.
In the past month, it mailed thousands of checks for USD 3.79 (EUR 3.14) – the price of its Alaskan pollock sandwich – so customers could have a “do-over” to make up for smaller, square fish sandwiches offered by other fast-food chains, such as McDonald’s Filet-O-Fish.
Now, it has launched a television and social media ad campaign touting its new product as a better version of fish sandwiches offered by other fast-food outlets in the past. The campaign comes just as many quick-service restaurant chains have introduced fish sandwiches for the Lenten season, with Dairy Queen, Jack in the Box, and Bojangles all rolling out new versions of their fish sandwiches. among others.
Arby’s may be trying to start a “fish sandwich war,” similar to the “chicken sandwich war” among major fast food restaurant brands, according to Yahoo Money.
In March, the company said that after mailing thousands of checks for USD 3.79 each, it ran out of funds for the campaign, but said customers could enter its contest to win USD 379 (EUR 314) by answering a few multiple-choice questions. The tongue-in-cheek questions included: "I Love Arby's Crispy Fish Sandwich Because: (Select all that apply): 1. It’s big. 2. It’s delicious. 3. It’s not square. 4. I like things that taste good. 5. Arby’s is giving me money."
Photo courtesy of Inspire Brands
