CARL'S JR. AND HARDEE'S UNVEIL NATIONAL 'FEED YOUR HAPPY' CAMPAIGN FEATURING BRAND ICON HAPPY STAR
Feb 12, 2020
The New Brand Direction Unlocks the Antidote to Mundane, Everyday Experiences We Can all Relate to by Bringing Craveable, Delicious Burgers to the Rescue
FRANKLIN, Tenn. - February 12, 2020 - CKE, the parent company of Carl's Jr.® and Hardee's®, today announced the launch of their new nationally advertised "Feed Your Happy" brand campaign, in partnership with 72andSunny New York. The new campaign is designed to unlock an escape from mundane day-to-day experiences, and the challenges of "adulting" consumers know all too well - from surviving office meetings to dissecting mortgage jargon - by delivering burger fantasies.
The launch of the "Feed Your Happy" campaign will reunite the Carl's Jr. and Hardee's brands in national advertising, brought to life through their iconic shared logo-turned-mascot, Happy Star - a strong-minded little friend who believes that the best way to ensure happiness in the everyday is one juicy burger at a time. 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." Happy Star, the brand's spokesperson, is the innocent-meets-mischievous truth-speaker delivering ultimate food fantasies for consumers everywhere.
"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 stepping stone 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% 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."
In addition to the creative, "Feed Your Happy" will come to life on menus nationwide today, with the launch of the new Big Fried Cheese (BFC) Angus THICKBURGER®, a melty, cheesy escape that will help Carl's Jr. and Hardee's fans nationwide live out their burger fantasies. The BFC Angus Thickburger is a first of its kind burger, designed for the "wow" factor of the cheese pull. The new burger includes a 1/3 lb. 100% Angus beef burger, charbroiled over an open flame, topped with a crispy wheel of melted cheddar and mozzarella cheese, lettuce, tomato and a Boom Boom sauce, all served in between a toasted, buttery premium bun.
"The new 'Feed Your Happy' campaign features Happy Star calling out truths of adulthood, to deliver on the escapes from reality we all crave" said Nick Kaplan, Group Creative Director, 72andSunny New York. "Like the fact that a grain bowl might be the responsible lunch choice, but it doesn't make you feel better when you're paying bills and having lower back problems. You know what does, though? A cheesy, juicy burger from Carl's Jr. or Hardee's - the ultimate escape from the trials of everyday adulting."
Beginning February 17, the campaign will air on broad reach Cable Entertainment and Sports networks that align with the Carl's Jr. and Hardee's shared consumer viewing habits, including NBA Basketball, WWE Smackdown, The Daily Show and The Walking Dead.
The BFC Angus Thickburger will be available beginning February 12, 2020 starting at a recommended price of $5.99. Price and participation may vary.
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About CKE Restaurants Holdings, Inc.
CKE Restaurants Holdings, Inc. ("CKE"), a privately held company based in Franklin, Tennessee, runs and operates Carl's Jr. and Hardee's, two beloved regional brands, known for one-of-a-kind premium and innovative menu items such as 100 percent Black Angus Thickburgers®, Made from Scratch™ Biscuits and Hand-Breaded Chicken Tenders™. With both a US and international footprint, Carl's Jr. Restaurants LLC and Hardee's Restaurants LLC have over 3,900 franchised or company-operated restaurants in 44 states and 42 foreign countries and U.S. territories. For more information about CKE, please visit www.ckr.com or its brand sites at www.carlsjr.com and www.hardees.com.
*Methodology: This survey was conducted by Censuswide, a global insight-driven research company.
Candice Jacobson cjacobson@CKR.com