By RivalSense in Competitive Intelligence —

Arby's Ad Surge: How to Respond to Increased Competitor Advertising

Recent EDO data shows Arby's significantly increased airings for their Smoked Brisket & Pulled Pork Sandwiches ads as of June 2025. This advertising spike indicates a strategic push to capture market share during peak grilling season, potentially targeting competitors' barbecue offerings.

Monitoring competitor ad volume helps anticipate market shifts and promotional strategies. When rivals ramp up advertising like Arby's current campaign, it often signals new product focus or seasonal promotions that could impact your customer base.

Arby's Advertising Analysis

Strategic Implications for Competitors
This advertising surge likely aims to position Arby's as a barbecue destination during summer months. Competitors should assess how this impacts their own smoked meat sandwich sales and customer perceptions.

  • Menu Positioning: Evaluate if your signature sandwiches need differentiation or promotion
  • Promotional Timing: Consider aligning limited-time offers to counter their campaign
  • Media Mix: Analyze which channels Arby's is prioritizing (TV, digital, streaming)

Actionable Response Plan
Proactively countering increased competitor advertising prevents market share erosion. Implement these tactical moves within your marketing team:

  1. Audit your current promotions:

    • Compare messaging against Arby's "smoked meat" emphasis
    • Identify gaps in your summer promotional calendar

  2. Conduct rapid pricing analysis:

    • Benchmark your sandwich prices against Arby's promoted items
    • Test bundled meal deals to increase perceived value

  3. Leverage social listening:

    • Track customer reactions to Arby's campaign (#ArbysBBQ)
    • Identify unmet needs in barbecue sandwich preferences

Competitor Advertising Response Checklist
Execute these critical steps within 72 hours of detecting ad surges:

  • [ ] Calculate competitor's estimated ad spend increase
  • [ ] Map their campaign duration and peak airing times
  • [ ] Identify featured products and promotional angles
  • [ ] Compare against your current marketing calendar
  • [ ] Determine cross-promotion opportunities with beverages/sides

Consistent competitor advertising monitoring helps anticipate market moves before they impact your sales. Platforms like RivalSense automatically track such spikes across broadcast, streaming, and social media - like this Arby's example - delivering actionable insights in weekly reports.

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