Dagger Awarded Fast-Food Chain Krystal AOR

As part of a bid to reinvent itself, Dunwoody, GA-based fast-food chain Krystal, which recently emerged from bankruptcy protection, has appointed Atlanta-based Dagger as its new advertising agency of record. The agency has just launched its first campaign for the food chain. 

It’s been an event-filled year for the restaurant chain, which has more than 300 locations in the South. In January, it filed for bankruptcy. In May, as the pandemic was raging, the company was bought by Softbank subsidiary Fortress Investment Group. 

Krystal’s vice president of marketing, Angela Johnson, said: “We are excited to partner with Dagger, which will lead our creative efforts in modernizing the brand voice and messaging as we grow brand equity in a way that honors Krystal’s iconic heritage and unique appeal.” The chain was founded in 1932. 

The new campaign is called “Big Country” and promotes a limited-time-offer for the Country Fried Steak Krystal meal.   



The campaign features rapper Fabo. 

One spot, titled “UFO,” filmed and produced at Dagger’s in-house studio, shows “supernatural” Fabo flying in a UFO over farmland and a herd of animated Country Fried Steak Krystal sandwiches. He enthusiastically proclaims the return of Krystal’s Country Fried Steak meal deal before beaming up a Krystal of his own and flying off to, well, who knows, new frontiers in the astral void, I guess. 

The creative treatment is said to be a nod to Fabo’s hit single “Spaceships on Bankhead.”

The campaign is running on social media and the “UFO” spot will run for five weeks on local channels in Southeast markets, targeting audiences in Atlanta, Jacksonville, Nashville, Knoxville and Chattanooga. 



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