Episode 06
The Donald To His Apprentices: ‘Sell This Sandwich’
The scoop from Brandweek.com -- The Donald To His Apprentices: ‘Sell This Sandwich’
For the third time in its five season run, candidates on Donald Trump’s popular reality show
The Apprentice will shill for a fast food company.
Arby’s Restaurant Group, Atlanta, is the latest in a line of restaurant chains to leverage the NBC hit, in which teams of contestants duke it out in various business-themed competitions. The grand prize? A job with The Donald.
The “Arby’s Chicken Naturals” line, which debuted in February, will be featured in an episode on April 3. The chain would not release any details, including how much they spent to be on the hour-long show, but in similar past challenges, teams had to outsell each other to survive one more episode.
In many ways, product placement and Trump’s show are a match made in marketing heaven, said Brad Adgate, svp of research at Horizon Media, New York.
“It’s a natural fit for [the show],” Adgate said. “You’re talking about would-be entrepreneurs who want to get into business. Marketing and selling things is a big part of that.”
And for marketers who find themselves vying for attention in an increasingly crowded media field, positioning themselves on a show like
The Apprentice is an appealing option.
“It’s top of mind, it’s integrated, it’s in a clutter- free environment,” Adgate said. “Its TiVo and DVR proof.”
In January 2005, Burger King teamed up with the show to develop and then market a new burger, loaded with cheese, onion rings, lettuce and tomato.
Several months later the contestants came up with a similarly gut-busting dish for Domino’s: a pizza pie cheeseburger combination with bacon and three types of cheese.
By comparison, Arby’s promotion sounds more like health food than fast food. They are made from chicken that has not been “altered or injected with added water, salt or phosphates,” the company said. But fast food lovers need not panic. The sandwiches come in a variety of diet-killing ways, like crispy chicken, bacon and swiss cheese