Probably. It's obviously appealing to America's heartland, with a little help from trap/country star Big Wet. Three pumpkin-flavored beverages will also earn you a free reusable holiday cup, including pumpkin cream cold brew, pumpkin cream nitro cold brew, and a classic pumpkin spice latte. Happy the Star will eventually be integrated into every key message, including at the store level for crew members. For everyone who isn’t quite ready to say goodbye to pumpkin spice until next autumn, fear not. And marketing, is basically what this whole thing boils down to. Even though both brands managed to keep their names, they began coalescing into one entity. But from the outside -- with a basic red and yellow color scheme and an anthropomorphic star mascot named… Happy Star -- both brands appear exactly the same, apart from the name. “Ultimately we don’t want to lose our edginess. “We’re small enough [versus its burger competitors] to move quickly and be nimble in an effort to hit those two critical KPIs of brand awareness and brand consideration,” she said. The festive apparel features dinosaurs like T. rex and Stegosaurus sporting knitwear for the holidays. Since the merger, Carl's Jr has been marketed and developed as a more "in your face," type of brand. Since then, however, the company has come under new leadership in CEO Ned Lyerly and has revisited its original proposition–that the two brands really are quite similar and should leverage that fact. "For a while, we combined both together from a marketing standpoint. CKE today announced the launch of the brands’ new “Feed Your Happy” brand campaign, in partnership with 72andSunny New York. They didn't, and sold it a few years later. Thanks for helping us pay the bills! Darth Vader, Boba Fett, Yoda, a Stormtrooper, and R2-D2 along with C-3PO are all represented against a swirling background reminiscent of Vincent van Gogh’s Starry Night. Like the Brady Bunch before them, they really made this marriage work. It’s trading its scantily clad celebrities like Paris Hilton and Kim Kardashian for an animated version of its logo-turned-mascot, Happy the Star. Nevertheless, it was clear both brands were looking to become bigger than themselves. There’s no reason socks should elicit groans when they’re given as gifts for the holidays. Their "Call of Carl's" campaign -- with assistance from the Texan drawl of one Matthew Mcconaughey -- is basically centered around insatiable cravings for ridiculously caloric foods. And, they’re doing so as a united front again. Ostensibly, it would appear that CKE combined the two companies, but only kept the name in an effort to retain fans. It's light-hearted fun… even if it's shilling heart-stopping food. Other brands (KFC and Burger King come to mind) have followed this same playbook to much success. This coverage spanned the gamut of topics that make up the foodservice space, from marketing and customer service, to the supply chain and display technology. They come rolled like sushi and nigiri and are packaged in a classic plastic takeout box—fake green grass included. EY & Citi On The Importance Of Resilience And Innovation, Impact 50: Investors Seeking Profit — And Pushing For Change. Update (2016): Hardee's now has stores in New Jersey and New York. Whether it's breakfast, lunch, or dinner, we have your back and your favorite food. CKE Restaurants is trading its scantily clad celebrities for an animated version of its ... [+] logo-turned-mascot, Happy the Star. A quick glance will prove the only difference is that Carl Jr's served green burritos, and Hardee's serves red. And they are going back to their individual roots, in an effort to keep that growth consistent. The brands may be more alike than they are different, but, because their fans are so different, the cleaving of the chains seems to make more sense than ever. These socks feature the faces of classic evildoers like Ursula, Cruella de Vil, and Maleficent, along with each villain’s catchphrase. “We’re known for innovation, especially protein innovation. It's no surprise, given the regional separation between the brands, and it's enough to make a huge difference in how the brands are valued by their loyal customers. You can choose a mocha (peppermint, salted caramel, or toasted white chocolate); a latte (caramel brulée, chestnut praline, or eggnog); cold brew (salted caramel cream); or even hot chocolate (regular, peppermint, or salted caramel). Cold weather calls for hot, sugary drinks. This is the gift for your one friend who shrugs off the classic Disney heroes and instead embraces the company's villainous side. Hardee's is doubling down on tradition with their "Tastes Like America” campaign. The 20 to 25-year-olds today have a very different mindset. Does it really matter what you are, if people don't know about it? The creative presentation of these socks makes them a great gift for the holidays. “We’re not the first to lean into our brand equity, to lean into what we own. I later added fast casual and pizza beats to my portfolio as editorial director of foodservice media. But once you peel apart the layers of the menu -- and the culture of each brand -- you start to see the subtleties that actually make a difference. The campaign reunites Carl’s Jr. and Hardee’s after advertising for the two brands was separated two years ago. View all Carl's Jr. locations! And it worked. I continue to serve as a contributor for many publications, including QSRweb, Food Dive, Innovation Leader and the Digital Signage Federation. “I appreciate and respect what we did back then, but the world has changed and it’s time for us to evolve with our consumer versus forcing them to interact with a campaign that is 15 years old.”. People have strong opinions here... surprisingly strong.". “It takes a while to establish a new campaign when you’re buying 100% local media versus if you have 100% national coverage. I call this a double burger because it’s a patty of beef and a patty of cheese,” Trevino said. It's slight, but noticeable. "And those are truly amazing numbers. If you don’t think the person you’re shopping for would commit to wearing a full ugly Christmas sweater, buy them these socks. And like any happy marriage, they let each other breathe: rather than totally rebrand every Hardee's into Carl's Jr -- or visa versa -- they decided to let each brand continue to exist… at least by name. See Also: Hamburger Chain Locations Across the U.S. According to Jenkins the "brand love" (basically, a marketing metric that measures fan interaction, and overall approval) has jumped 10% for Carl's Jr since the "split," and more than 20% for Hardee's. Oh, and Carl's Jr serves salads (classic West Coast move!). In addition to shifting away from racier ads, the company is also taking a different approach with its audience targets. If you know where to look, you can find ones that reflect the tastes and personality of the person you’re shopping for. To cover more ground. When they’re unraveled, the socks show off the patterns and color palettes of the sushi pieces. But we choose all products independently and only get commission on items you buy and don't return, so we're only happy if you're happy. This is a little fun and a little different and our goal is to give consumers something they can relate to,” Trevino said. "This move will benefit both brands, but probably Hardee's a little bit more," Jenkins said. in 1997 was an opportunity for Carl’s Jr. to quietly expand into the East without agitating Hardee’s existing customers. That’s why Injinji chose the style for its running socks. Jenkins and his team have done extensive research into the kinds of people who frequent the individual brands. Toe socks are more than funky-looking footwear. Even if they need some "space," once in a while. The “kinetic heat return system” converts the energy you generate into heat that gets reflected back onto your body. This is important, as Carl's Jr and Hardee's have very different clientele. Hardee's fans are obsessed with college sports and country music. Seirus’s Heatwave socks use a high-tech design to trap the heat from your foot inside your shoes. The new “Feed Your Happy” brand campaign reunites Carl’s Jr. and Hardee’s after advertising for the two brands was separated two years ago. So much so, sometimes it's hard to tell the difference. Carl's Jr. fans love the MLS. Sign up here for our daily Thrillist email and subscribe here for our YouTube channel to get your fix of the best in food/drink/fun. What that means, essentially, is identifying that these core consumers have grown up a bit. Each pair in the set of four features characters from a different movie directed by Hayao Miyazaki, including Spirited Away, Howl’s Moving Castle, Kiki’s Delivery Service, and My Neighbor Totoro. Hardee's -- on the other hand -- has always been the more "traditional" sibling. "It was like two kids that suddenly moved into the same house together," said Jeff Jenkins, Chief Marketing Officer of C.K.E., "and it all went really well, it was the ideal way to make both brands bigger.". And the differentiation makes sense. Please enter the following pieces of information from your receipt. Trevino is also confident that a return to the company’s core competencies, namely its differentiated menu offerings (CBD Burger, anyone? ©2020 Group Nine Media Inc. All Rights Reserved. “What motivates an 18-year-old in the southeast is similar to what motivates an 18-year-old in California,” she said. Further, this new campaign will be a completely different feel from what we’re used to out of CKE. "It really made sense to keep them separated, keep them intact. Like Carl Karcher before him, he was able to parlay his initial restaurant into rapid expansion over the next several decades, expanding Hardee's reach deep into the Midwest. This is incredibly evident in the recently unveiled (and very different) marketing campaigns for each side. The map above was designed by Chloe Effron and is based on this map by Gage Skidmore. View all Hardee's locations! They kept the name and, at first, the menu that folks were familiar with (it wasn't until the early aughts that they started to introduce Carl’s menu items to Hardee’s locations), and refurbished the existing buildings and signage. Carl's Jr still exists primarily on the West Coast and the Southwest, with a handful of locations in the Northeast. Right now, Hardee's and Carl's Jr remain more alike than they are different, even if they are becoming more different than they have been since the Clinton administration. All Rights Reserved, This is a BETA experience. CKE Restaurants’ Carl’s Jr. and Hardee’s brands are making their way back to national advertising for the first time in two years. Wilbur Hardee had opened his first restaurant in North Carolina in 1961; soon Hardee’s became a familiar fast food sight in the Midwest and South.
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