The Mona Lisa in burger grease
Wednesday, March 18, 2009 | 03:58 PM ET
by Andree Lau, CBCnews.ca
Certain ad campaigns have an instant resonance with an audience and catapult products to success.
Arby's, the roast beef sandwich chain, has released a commercial that would make traditional advertisers extremely uncomfortable. For starters, Arby's brand doesn't show up anywhere in the ad. You can also only view it online.
The one minute-24 second video shows artist Phil Hansen ordering 10 hamburgers from an unidentified drive-thru — and creating the Mona Lisa with the grease from those burgers.
The only hint that the video is part of a bigger campaign is a website address, www.burgergreaseart.com, which takes you to Arby's Roastburger page.
The tagline: "Never fried. Never greasy. The burger done better."
Now that's effective marketing.
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From trends and culture to politics and nutrition, Food Bytes serves up tasty tidbits about food and the issues surrounding it that flavour our everyday lives.
About the writers
Amber Hildebrandt writes for CBCNews.ca in Toronto. Growing up on a farm in Manitoba, she acquired an insatiable appetite, but it was during a stint in Japan that she developed her discerning tastebuds and "foodie" ways.
Andrea Chiu is an associate producer at CBC Radio Digital. Though she loves to eat, cook and discuss food, don't ask her to bake. It never turns out well. She tweets as @TOfoodie on Twitter and organizes food and wine events in Toronto called FoodieMeet.
Tara Kimura is the consumer life reporter for CBCNews.ca, covering a wide range of issues that range from rising food costs and the growing organic movement, to new trends in the marketplace.
Andree Lau is a CBC web reporter in Calgary. Her journalism career includes seven years as a CBC-TV reporter. Her own blog called "are you gonna eat that?" chronicles her eating adventures (including sampling snake and camel hoof tendon).
Jessica Wong is a CBCNews.ca writer who loves to eat and cook, as well as discuss, read and watch programming about food, sometimes all at once.
Kevin Yarr, CBCNews.ca's writer in Prince Edward Island, wrote about food and beer for national and regional magazines before joining the CBC. He acquired a desire for new tastes on his first trip to Europe, and an appreciation of eating locally and in season when he finally settled down on P.E.I.
Elizabeth Bridge is a writer with the CBC Digital Archives in Toronto. She first ventured into the kitchen as a child to indulge a sweet tooth by baking cookies and making fudge. A student budget compelled her to be a vegetarian (for a while) and instilled in her an ongoing curiosity about food and cooking.
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