Carl's Jr and Hardee's (same parent company) had a well-established reputation as a destination for Young, Hungry Guys (strategic audience) to indulge in their most primal desires (see Paris Hilton commercial, et. al.). Our task was to help the brand get credit for the better-than-most ingredients and cooking methods that consistently earned them high ratings within the fast food category. Our strategic approach hinged on the insight that most fast food is little more than gut-fill. A trip to Carl's Jr / Hardee's was for the more intentional eater that was willing to spend a few extra bucks to get something that was more deeply enjoyable.
Brand Strategy, Creative Strategy, Marketing Strategy, Media Strategy, Social Media Strategy , Strategy
Advertising, Billboards, Branding, Commercials - Broadcast, Television