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Key Takeaways
- Arby’s launches two BBQ sandwiches with help from AC Barbeque, a brand by comedians Anthony Anderson and Cedric The Entertainer.
- The campaign includes hilarious spots and a surprise NYC BBQ pop-up starring the comedy duo.
- The saucy collab leans into humor and authenticity, which perfectly reflects the Arby's brand.
When two comedy legends put their name on BBQ sauce, you know things are about to get juicy.
Arby’s just launched two slow-smoked BBQ sandwiches, teaming up with Anthony Anderson and Cedric The Entertainer — the stars behind lifestyle brand “AC Barbeque” — for a campaign that brings bold flavors and bigger laughs.
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The fast food chain introduced a 13-hour hickory-smoked brisket sandwich and a 6-hour smoked pulled pork sandwich, each paired with signature sauces created by the comedians:
- Cedric’s Sweet Bussin Brown Sugar Sauce
- Anthony’s Spicy Chipotle Smoke Sauce
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To bring that saucy personality to life, Arby’s together with agency Fallon dropped a series of 15- and 30-second spots starring the duo.
In the ads, Anderson and Cedric riff off each other while showcasing the time and effort that goes into Arby’s smoked meats — so much effort, in fact, that it almost feels like a punchline.
That’s the setup: a fast-food brand that takes its BBQ so seriously, it might as well be a joke.
The commercials lean into their real-life friendship and shared love for barbecue, with scenes of them cracking jokes, smoking meat, and digging into their creations.
“This campaign is all about raising the bar for what people expect from barbecue,” Jeff Baker, Arby’s CMO told DesignRush.
“By partnering with Anthony and Cedric, we’ve blended our expertise in slow-smoked meats with their passion for bold, flavorful sauces to create something that is handcrafted and pitmaster-approved.
Our goal is to deliver an authentic, high-quality barbeque experience that brings real smoke, signature flavor, and joy to every bite.”
More than a celebrity endorsement, this campaign shows how digital marketing agencies and brand collaborations can turn real-life connections into flavorful storytelling, resonating with fans and foodies alike.
A Saucy Pop-Up
To celebrate the launch, Arby’s hosted a one-day backyard BBQ pop-up in the middle of New York City last May 1.
At the center of the event was an industrial-grade smoker and a 13-hour countdown clock, creating a moment for all Arby's fans that showed up to the event.
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When it hit zero, Anderson and Cedric surprised the lunchtime crowd, personally handing out sandwiches with their signature sauces.
Both BBQ sandwiches are now available at participating Arby’s locations nationwide starting at $5.99.
They're smoky, saucy, and straight from the minds of two comedy greats who know their way around a grill.
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