• by Larissa Faw , July 3, 2018

The Krystal Company, the southern fast food chain known for its White Castle-like square hamburgers, is launching the first work created under the brand’s new CMO Dominic Losacco, with new AOR, Knoxville-based The Tombras Group.

Krystal’s #SquareTalk campaign is designed with a heavy emphasis on digital and social.

One TV spot features a talking piñata to promote Krystal’s new pimento cheese bites. A second spot, “Pool Party”, supports Krystal’s party pack, which includes 24 shareable burgers in a single box. 

This isn't the first time Krystal has chased after millennials citing similar tactics and goals. Three years ago, the chain along with then new AOR 22squared introduced the "Stupid Good" creative that, at the time, was called "the brand's first foray towards reconnecting with younger consumers." Main features of that initiative included highlighting the brand’s new and signature “craveable” products, value pricing and late-night drive-thru availabilities.

Now, Krystal, which calls itself the oldest QSR in the South, is attempting once again to reach these elusive guests. The campaign runs in all Krystal markets across the Southeast, which is over 30 DMAs, on digital, social, TV, radio, streaming radio, YouTube, Waze, OTT/CTV. 

Krystal's ad budget was $1.43 million during the first quarter of this year, down from $2.33 million year-over-year. The chain spent $7.51 million on advertising for the full 12 months, according to Kantar Media.