FRANKLIN, Tenn. – CKE Restaurants Holdings ended its practice of separate marketing campaigns for the company’s restaurant brand, Carl’s Jr. and Hardee’s.
CKE announced the launch of a new nationally televised campaign called “Feed Your Happy” which was developed in partnership with 72andSunny New York.
“The campaign creative will feature Happy Star rescuing people from their dull adult routines to feed their happy — offering a melty, cheesy burger escape for everything from a soul-sucking business meeting to a joyless protein bar “meal,” the company said. “Happy Star, the brand’s spokesperson, is the innocent-meets-mischievous truth-speaker delivering ultimate food fantasies for consumers everywhere.”
The “Feed Your Happy” campaign will air on cable and sports networks that CKE said aligns with the Carl’s Jr. and Hardee’s shared consumer viewing habits, including NBA Basketball, WWE Smackdown, The Daily Show and The Walking Dead.
CKE began marketing Carl’s Jr. and Hardee’s separately in 2018 as part of its transition to a new creative agency. The separate marketing campaigns focused first on Carl’s Jr., featuring a “Call of Carl’s” theme and what the company referred to as an “unapologetic crusade to create a ‘crave culture.’”
“Carl’s Jr. and Hardee’s have always remained impossible to ignore, and this new brand campaign continues that tradition in a relatable, memorable and humorous way,” said Chad Crawford, chief brand officer at CKE. “A true steppingstone from our past to our future, the new direction leans into their shared equity with highly appealing menu innovation and the beloved mascot Happy Star. Through research, we have uncovered that 71 percent of Americans agree that the best part of the week is enjoying delicious food, which is why our brands are dedicated to continuing to deliver craveable options that allow you to Feed Your Happy.”
The company also launched a new burger along with the refreshed campaign. The new Big Fried Cheese (BFC) Angus THICKBURGER, features a 1/3-lb. 100 percent Angus beef burger, charbroiled over an open flame, topped with melted cheddar and mozzarella cheeses, lettuce, tomato and “Boom Boom” sauce, all served in between a toasted premium bun. The BFC Angus Thickburger launched on Feb. 12 with a recommended price of $5.99.