FRANKLIN, TENN. – Parent company of Carl's Jr. and Hardee's, CKE Restaurants Holdings Inc., has teamed up with Universal Pictures for a preview of the upcoming release of “Jurassic World Dominion,” the conclusion of the $5 billion franchise from Universal Pictures and Amblin Entertainment. The film opens nationwide on June 10, 2022.
The meat-heavy Primal Menu features a variety of offerings that target carnivores who crave slow-cooked prime rib and includes the Primal Angus Thickburger, the Primal Burrito and the Primal Biscuit with Fried Egg. The menu for the herbivores offers the Beyond Wraptor Burger as well as the Double Beyond Wraptor Burger made with plant-based Beyond Burger patties. All the Primal Menu items come with Amber BBQ Sauce, an homage to the iconic Jurassic World amber resin.
“’Jurassic World’ is such an iconic franchise, just like our menus, that we wanted to make sure we were doing the films justice and pulled a lot of inspiration from them when we were creating these innovative menu items," said Owen Klein, vice president of global culinary innovation of CKE Restaurants. "The culinary team had a lot of fun with this and when consumers bite into these big, meaty items, we want them to be instantly transported to the world of Jurassic."
To build excitement leading up the film’s release, CKE will turn two locations into “dinosaur bite magnets with ‘Jurassic World’ Dino Takeovers.” The restaurants in Los Angeles and Nashville will be outfitted to look like part of the movie.
"We're giving guests the opportunity to experience the world of Jurassic with unforgettable bites, as well as an innovative, extensive 360 marketing campaign," said Chad Crawford, chief brand officer of CKE Restaurants. "From TikTok to Waze, the brands invested in unique partnerships as well as captivating billboards to showcase this compelling collaboration. On top of all that, we're excited for movie fanatics and foodie lovers alike to have the opportunity to explore our Dino Takeovers in Nashville and Los Angeles."
The partnership is complemented by a full creative campaign launched on May 23, with a mix of local and national media across traditional and digital channels, including television, cinema, radio, out-of-home, social media and print. The co-branded creative includes an augmented reality lens through Snapchat, custom rich media with Yahoo!/Kargo, a branded digital game experience in Uber and Lyft via Octopus and much more.
The Primal Menu offerings are available now for a limited time at participating Carl's Jr. and Hardee's locations in the United States. The Dino Takeovers in Los Angeles and Nashville will run June 1-8, ahead of the film's June 10 debut. The partnership is also going global, with promotions being executed on the local levels in the Middle East and Canada with their own Jurassic Menu offerings.