Carl's Jr. is continuing to evolve away from its “hot-girl-eating-burger” ad portrayals by jokingly referencing its past with its latest batch of ads.
The tongue-in-cheek campaign objectifies burgers, not women.
The “You Know What You Want” effort, created by Argonaut, opens with a woman unleashing words of passion for a burger along with romantically tinged music and images of burgers before revealing the woman is eating the burger in a break room while a male co-worker sitting at another table clearly wishes he was doing the same.
The campaign consists of 30-second and 15-second TV spots, plus social extensions. The media buy is designed to reach both men and women via networks including ESPN, Comedy Central, FX, MTV, and NFL Network.
Carl's Jr. is "front-loading inventory to let the campaign make a splash at launch" as well as cherry-picking premium inventory such as prime-time and sports.
This strategy will be amplified across social media with posts aiming to entice chatter through hashtags like #saucytalk and #youknowwhatyouwant.