Hardee's & Carl's Jr.
BISCUIT HOLES
The Issue
Hardee’s Biscuit Holes was a new product with a less-than-appetizing name. And people would frequently shorten it to “B-holes,” which was even worse. On top of this, we were trying to get some attention in the incredibly competitive breakfast category.
The Idea
We had some fun. We took the classic man-on-the-street approach of comparing A to B, and turned it on its head with a little juvenile hilarity. Instead of avoiding the problem, we leaned into it and built the work around it.
The Results
The spot garnered nearly one million views online as well as national coverage on shows like Good Morning America and Ellen. And it was voted "Funniest of the Year" by the viewers of TBS.
PRESS
BISCUIT HOLE SOCIAL
Moving the campaign into social and mobile was a natural. We held a contest inviting people to come up with a better name for biscuit holes. Names were submitted and then voted on. Lotta clever people out there with time on their hands.
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BREAKFAST CAMPAIGN
The Issue
Carl’s was looking for more of a foothold in the breakfast category. This had never been their strong suit. They were a place where guys could get giant burgers, and most of those guys probably preferred doughnuts when they were up early enough to actually have breakfast.
The Idea
We took Carl’s’ equity and transferred it to breakfast. Carl’s has a reputation for making things big and good, and we owned that, implying that we could deliver the same kind of quality for breakfast that we did the rest of the day. And that any other breakfast was tiny in comparison.