Problem: Arby’s doesn’t have burgers.
Solution: A roast beef sandwich that “tastes” like a burger.
Benefit: Burgers are greasy. Arby’s Roast Burger (?) isn’t. And to prove it we hired a guy to paint the “Mona Greasa” with burger grease, showing to one and all just how much grease is consumed when eating a burger. The smell of burger grease in a confined space for several long hours was necessary, but it was not pleasant!