Carl’s Jr.
TASK: Launch new chicken sandwich LTO in Western Canada
STRATEGY: Demonstrate product superiority by highlighting unique handmade product feature
PROBLEM: Canadians saw lack of Carl’s Jr. stores as a reflection of poor product quality
TRUTH: Carl’s Jr doesn’t just have top quality ingredients, they make their products the right way - by hand
PROPOSITION: Carl’s Jr. chicken stands a hand above the rest
RESULTS:
• +27.5% same-store chicken sales during campaign period
• 350k impressions above ad spend within 1 week of campaign launch
• 2021 Shopper Innovation Awards, bronze
