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Carl's Jr.
Great Food. No BS.
RAN IN: United States
CLIENT
CKE Restaurants
Brad Haley - CMO
AGENCY
David Angelo - Founder, CCO
John Battle - Creative Director
Brian Dunbar - Director, Client Services, Managing Director
Colin Jeffery - Executive Creative Director
Jason Karley - Creative Director
Susie Lyons - Assoc. Director, Connections Planning
David Measer - Director, Strategic Planning
Jennifer Rusin - Acct. Director
Initiative
Robert Holtkamp - SVP, Group Acct. Director
Weber Shandwick
SUMMARY
After years of carving a niche with provocative, polarizing communications, Carls Jr. found itself unable to connect with the current sensibilities of its audience of young, hungry guys. To reinvigorate the brand, we put the focus back on what Carls Jr. does best: great food, with no BS. The Just The Way It Is campaign was honest and straightforward, something largely absent from the gimmick-heavy world of fast food advertising. It refreshed the brand and stemmed a long-term decline in sales, proving that, even in advertising, honesty is best policy.
CASE VIDEO
Hero Medium: TV
Medium Featured On Video: TV, Interactive, Print, OOH, Retail Experience, Packaging
Audience: Men, Young Men (20-35)
Objectives: Brand relaunch, reposition
Type: Business to Consumer
Classification: Regional
Language: English
