Arby's, Ace Join Apprentice Roster

Brands are coming out in full force to promote their upcoming appearances on NBC's hit reality show The Apprentice, with Arby's Restaurant Group and Ace Hardware on tap for show sponsorships the first half of April.

Atlanta-based Arby's is featured on the April 3 show in a task centered on its new Chicken Naturals product. The company isn't releasing details about the task, but in most cases teams are challenged to outsell the other based on a company product.

The QSR joins a small list of other food brands that have been featured on the show. In January 2005, Burger King teamed up with The Apprentice to market a new burger. A few months later, Dominos Pizza signed on for a brand integration deal on the show to promote its new offering at the time, Cheeseburger pizza.

Ace Hardware has signed on as a task sponsor for the April 10 episode of The Apprentice. Like Arby's, Ace Hardware is keeping quiet about the details surrounding its task. The company, however, said it would follow the episode with a commercial featuring the original Apprentice Bill Rancic to launch a national charitable campaign. In the TV spot, Rancic will encourage consumers to aid the campaign by visiting AceHardware.com.

Ace Hardware has tapped Rancic, the season-one winner, as national spokesman for several community outreach initiatives. Prior to the episode's airing date, Rancic will visit 10 high schools nationwide to provide students with tips and advice to map out a winning future. Ace Hardware stores in those cities will donate $5,000 to each school Rancic visits to assist with school improvements and career development.

The Apprentice airs at 9 p.m. on Mondays on NBC.