Arby's Smokes World Record, Celebrates Brisket with 13-hour-long Commercial

Worldwide Debut to Launch May 28 with $20,000 in Prize Giveaways, 13 Hours of Digital Flavor at 13hourbrisket.com

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May 25, 2014, 09:00 ET

ATLANTA, May 25, 2014 /PRNewswire/ -- Arby's made history today by setting a Guinness World Record for the longest television commercial ever aired. The Smokehouse Brisket sandwich, Arby's featured limited-time offer this May, is slow smoked for 13 long hours. In an effort to demonstrate the smoking process in its entirety, Arby's piloted an on-air commercial of just their brisket smoking in a smoker for 13 hours. The 13-hour spot aired on Saturday, May 24 and the Guinness World Record was confirmed shortly thereafter.

Arby's brisket during the last hour of smoking. (PRNewsFoto/Arby's Restaurant Group, Inc.)

Arby's 13-Hour Commercial Microsite 13hourbrisket.com (PRNewsFoto/Arby's Restaurant Group, Inc.)

"We are thrilled to have 'smoked' a Guinness World Record," said Rob Lynch, Brand President & Chief Marketing Officer of Arby's Restaurant Group, Inc. "If there was ever a doubt that we actually pit smoke our brisket for 13 hours over real hickory wood, this ad makes it pretty mouth-wateringly clear that we do."

Arby's will air a digital encore to the broadcast airing at 13hourbrisket.com on Wednesday, May 28, featuring $20,000 in barbecue-themed prize giveaways. The worldwide debut will include a "meat feed" with social commentary from Arby's at various smoking milestones, meat facts and prize announcements, including thirteen $1,300 cash prizes, smokers, barbecue books and cooking utensils.

"The decision to make a 13-hour commercial was a step forward in our journey to surprise and delight our guests and fans," added Lynch. "What better way to show meat lovers our unique 13 hours smoking process in all its glory?"

The previous holder of the Guinness World Record for the longest on-air television commercial was NIVEA, who aired a 60 minute spot in Switzerland in December of 2011. The Arby's commercial is among the first from its new advertising agency, Fallon, who was appointed earlier this year to lead the strategic creative development and implementation for the brand's television, radio, print and digital channels.

Arby's Smokehouse Brisket is available for a limited time. For more information about the Arby's Smokehouse Brisket Sandwich visit www.arbys.com or www.facebook.com/arbys.

About Arby's Restaurant Group, Inc.
Arby's Restaurant Group, Inc. is a leading international quick-service restaurant company operating and franchising nearly 3,400 restaurants worldwide. Arby's was the first nationally franchised, coast-to-coast sandwich chain and has been serving fresh, craveable meals since it opened its doors in 1964. The Arby's brand strives to inspire smiles through delicious experiences. We are on a never-ending quest for the perfect sandwich, starting with the Classic Roast Beef and French Dip to the deli-style Market Fresh® line of sandwiches and salads. Visit Arbys.com for more information and to connect with Arby's on Facebook, Twitter, Linked In, Instagram and other social media channels.

Photo - http://photos.prnewswire.com/prnh/20140523/90926

Photo - http://photos.prnewswire.com/prnh/20140523/90925

SOURCE Arby's Restaurant Group, Inc.