Arby's has released a number of creative posts on TikTok to promote its menu offerings over the last few months, which now includes its catchy sea shanty that's is sure to get fans in the headspace to enjoy its Crispy Fish Sandwich.
The nautical jingle is sung by American actor Ving Rhames, who famously portrayed Marsellus Wallace in 'Pulp Fiction.' The comedic clip shows an Arby's boat at sea before cutting to its sandwich, all while the sea shanty plays in the background. Through the sea shanty's simple lyrics, Arby's highlights how its Crispy Fish Sandwich is better than the Filet-O-Fish offered by McDonald's—calling its competitor's product "shrunken," "square and boring," while crowning its own as the "new king."
Image Credit: Arby's
Key Themes Behind This Trend
- Tiktok Advertisements
- The use of catchy and creative TikTok videos to promote menu offerings is a disruptive innovation opportunity for the fast food industry.
- Musical Branding
- Using original songs or jingles to promote brand offerings can be a disruptive innovation opportunity for enhancing brand recall and customer engagement.
- Comparative Advertising
- Using comparative advertising to highlight the superiority of a brand's product over that of competitors can be a disruptive innovation opportunity to capture the attention of consumers who value quality and taste over brand loyalty.
Where This Applies
- Fast Food Industry
- Creative and catchy advertisements on social media platforms represent a disruptive innovation opportunity that fast food brands can leverage to target millennials and Gen Z consumers.
- Music Industry
- Collaborating with brands for the creation of original music and jingles for promotional purposes is a disruptive innovation opportunity for the music industry in diversifying revenue sources beyond streaming and concerts.
- Advertising Industry
- Creating humorous and attention-grabbing comparative advertisements on social media platforms represents a disruptive innovation opportunity for ad agencies to showcase their creativity and drive brand awareness for their clients.
