Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
The Six Dollar Burger Only $3.95
The Six Dollar Burger campaign was developed to create a unique marketing concept that Carl's Jr. could own. Positioning the product as the first restaurant quality burger available at a fast food place, set us apart from the competition by establishing a whole new segment for the category, immediately defining the burger as premium quality as well as providing a halo effect on the entire brand. The TV campaign tapped into the mindset of our burger addict target by communicating that now they could get the restaurant quality burger they craved without the restaurant "annoyances" or prices. The radio provided credibility by hearing in consumer's own words where they would expect to find a burger of this quality and what they would expect to pay for it.
Brand: Carl's Jr. Restaurants
Client: Carl Karcher Enterprises
Agency: Mendelsohn/ZIen Advertising
What You Crave
Competition within the fast food restaurant category has become increasingly fierce. Rather than compete with the other players and their expensive premiums or price discounts, White Castle has been able to connect with its customers on an emotional level through its What You Crave branding idea and sales have responded.
Brand: White Castle
Client: White Castle
Jack Marches South
For Jack in the Box, the regional 1,600 unit fast food chain, the bar was raised high. 1999 had been a banner sales year, thanks to the successful introduction of their Assemble to Order program. For 2000, sales growth would not come easily: there were no new marketing initiatives or product introductions. The QSR category is quite mature, and Jack in the Box is nearly fully developed in its existing markets. The challenge for Jack in the Box was to try expanding to completely new markets in the South, where awareness was very low, and based primarily on negative imagery. It would require establishing positive awareness, positioning Jack in the Box as a mainstream fast food restaurant, introducing Jack as the CEO, and of course, meeting aggressive sales objectives for the first year. All objectives were exceeded by a wide margin. Jack's march South has been successful indeed.
Brand: Jack in the Box
Client: Jack in the Box
Agency: Kowloon Wholesale Seafood Company