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Arby's sets Guinness world record

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Arby's made history today by setting a Guinness World Record for the longest television commercial ever aired. The Smokehouse Brisket sandwich, Arby's featured limited-time offer this May, is slow smoked for 13 long hours. In an effort to demonstrate the smoking process in its entirety, Arby's piloted an on-air commercial of just their brisket smoking in a smoker for 13 hours. The 13-hour spot aired on Saturday, May 24 and the Guinness World Record was confirmed shortly thereafter.

"We are thrilled to have 'smoked' a Guinness World Record," said Rob Lynch, Brand President & Chief Marketing Officer of Arby's Restaurant Group, Inc. "If there was ever a doubt that we actually pit smoke our brisket for 13 hours over real hickory wood, this ad makes it pretty mouth-wateringly clear that we do."

Arby's will air a digital encore to the broadcast airing at http://www.13hourbrisket.com on Wednesday, May 28, featuring $20,000 in barbecue-themed prize giveaways. The worldwide debut will include a "meat feed" with social commentary from Arby's at various smoking milestones, meat facts and prize announcements, including thirteen $1,300 cash prizes, smokers, barbecue books and cooking utensils.

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