CARL’S JR

Getting an American burger brand its mojo back

SAUCY TALK

TIMELY CONTEXT:
When Carl’s Jr. came to us, the brief was simple: “Help us get our mojo back!” The brand, known for its messy burgers and provocative advertising, was having a hard time modernizing its lustful roots in today’s social climate.

TIMELESS TRUTH:
Our goal was to discover a way to refocus Carl’s Jr.’s attention-grabbing brand DNA—and its quintessential juicy, messy burger—and make it relevant in an age that had grown beyond outdated notions of sexuality, gender, and equality.

ICONIC BRAND:
We turned the objectification away from women (and human beings all together) and directed attention squarely where it belongs—the messy, amazing, saucy burger. The campaign and its “saucy talk” became enough to make even the most repressed burger fan blush.

RESULTS

Our “saucy talk” campaign single-handedly outperformed volume forecasts for Carl’s Jr.’s core menu items, the Big Carl and Really Big Carl, driving loyalty for the brand beyond the draw of LTOs.

Getting an American burger brand its mojo back

SAUCY TALK

Our “saucy talk” campaign single-handedly outperformed volume forecasts for Carl’s Jr.’s core menu items, the Big Carl and Really Big Carl, driving loyalty for the brand beyond the draw of LTOs.

Honey Bunches of Oats

Appleton Estate Rum