Carl's Jr., “How You Eat a Burger”
Finalist Food & Beverage
Looking to grab the attention of its target customers (young men), Carl's Jr. sought out a new kind of network buy with YouTube, with which it challenged the site's most popular "stars" to create videos showing how they would eat Carl's new Portobello Mushroom Burger. The idea was to create a community around Carl's Jr. to leverage the target's online behavior. Results? Per-store sales of the featured burger doubled from the period before launch. Nice buy, if you can get it.
Initiative: Ezra Cooperstein, Vice President, Director, Innovations; Robert Holtkamp, Senior Vice President, Planning; Jason Meil, Executive Vice President, Director, Innovations; Martini Paratore, Manager, Innovations; Karintha Touton, Manager, Innovations; Talia Skaletsky, Senior Planner, Digital.Affiliated Agency: Initiative—CKE’s Media, Marketing and Digital AOR
Credits: Ezra Cooperstein, VP, Director, Innovations, Initiative Robert Holtkamp, SVP, Planning, Initiative Jason Meil, EVP, Director, Innovations, Initiative Martini Paratore, Manager, Innovations, Initiative Karintha Touton, Manager, Innovations, Initiative Talia Skaletsky, Senior Planner, Digital, Initiative