AUCKLAND, Today: Carl’s Jr. is cranking things up in New Zealand with its new platform, “We don’t do Subtle,” and has appointed TBWA\NZ as its creative agency to lead this bold new chapter.
Known for its unapologetically American-style, 100% Angus beef burgers, crisscut fries, and hand-scooped shakes, Carl’s Jr. has always packed flavour with attitude — now its marketing does too.
Fronting the campaign is CJ, a larger-than-life Kiwi character dressed in a rhinestone-covered yellow leather coat, embodying everything unsubtle about Carl’s Jr. and its loud, crave-worthy menu.
“Carl’s Jr.’s food is bold, indulgent and loud – all the brand needed was a megaphone just as big,” says Shane Bradnick, Chief Creative Officer at TBWA\NZ. “CJ is that megaphone, bringing energy and fun to a category that’s often too safe and tame.”
The campaign spans online video, social, OOH, and in-store activations, with CJ front and centre across all 18 New Zealand locations.
“Carl’s Jr.’s food is bold, indulgent and loud – all the brand needed was a megaphone just as big.” – Shane Bradnick, Chief Creative Officer at TBWA\NZ
“Carl’s Jr. has all the right ingredients – a great product, ample attitude, and an appetite to do something different. There is nothing subtle about their big, bold flavours and bold strategy.
“We’re excited to help unlock that potential with disruptive creative that gets them noticed, talked about, and shared,” said Catherine Harris, CEO of TBWA\NZ.
“This brand doesn’t want to blend in, and neither does the work we do for them,” says Aimee Peterken, Senior Marketing Manager for Restaurant Brands New Zealand. “TBWA presented all the right attributes to deliver a fresh approach and the step-change we were looking for the future of the Carl’s Jr. brand.
“We are ecstatic with how customers have responded to date and can’t wait for Kiwis to see what comes next. Rest assured, it’s sure to be bold and delivered with flair.”
The 30” TVC anchors the campaign, supported by 15” cuts, digital, social, and OOH. CJ is brought to life by Samoan country singer Aaron, whose natural swagger and charm perfectly capture the brand’s new personality.
CREDITS
Client Partner: Carl’s Jr
Agency: TBWA New Zealand
AV Production: Supernormal
Director: Christopher Hill
Music Composition: Liquid Studios
Media Partner: PHD
Share this Post
