Arby’s is doing an about-face on fresh produce.

The fast-food giant, known for its “We Have the Meats” TV ad campaign that has dominated the airwaves in 2014 and 2015, has just released an ad focusing on the freshness of its grapes.

The ad shows a close-up of a pair of hands chopping grapes in half for Arby’s Pecan Chicken Salad Sandwich, with narrator Ving Rhames talking about how each restaurant painstakingly chops its grapes in-house each morning.

The ad, geared as a reminder to consumers about the availability of the sandwich and Arby’s Pecan Chicken Salad Wrap, is a departure from Arby’s usual message. In one previous ad as part of the “We Have the Meats” campaign, Rhames says without Arby’s meat-dominant sandwiches, the world could be a much different place — one in which humans would sit down to dinner at a “fancy kale house” and amuse ourselves on weekends by playing “fantasy croquet.”

While Arby’s typically comes out with its carnivorous pitch, rivals McDonald’s and Wendy’s are catering to vegetarians and others looking for a more healthful approach.

McDonald’s has vowed to uphold greater nutrition standards for its entire menu lineup but also committed to Cuties clementines in its children’s meals and recently confirmed kale as a menu addition.

Wendy’s, meanwhile, just relaunched its seasonal summer salad featuring fresh strawberries and also recently featured menu items with fresh jalapeno peppers and ghost pepper sauce.

About Arby’s: Arby’s is headquartered in Atlanta, Georgia, US, founded in 1964 and franchised since 1965. We are the first nationally franchised sandwich restaurant brand with nearly 3,400 restaurants in 4 countries. The Arby’s brand purpose is to “inspire smiles through delicious experiences”. Arby’s delivers on its purpose by celebrating the art of Meatcraft™ with a variety of high-quality proteins and innovative, crave-able sides, such as Curly Fries and Jamocha shakes. Arby’s has an exciting Fast Crafted™ restaurant services, which feature a unique blend of quick-serve speed combined with the quality and made-for-you care of fast casual.

Source: thepacker.com

Let’s get more information about Arby’s opportunity with VF Franchise Consulting.