Carl's Jr.: There's a New Star in Town

Armed with over 75 years of brand equity, consumer loyalty and hugely controversial advertising campaigns, Carl’s Jr. arrived in South Australia bringing with it none of these things. Launching primarily by digital and social, a short launch video was developed that told the story of the USA coming to SA, but only bringing the good bits. It uses tantalising appetite photography of the products, mixed with animation featuring iconic American characters, with a high energy track laid over the top. Launched via social media (Facebook.com/carlsjrsa), in three weeks it had 28k views, 383 reactions and over 400 comments and has played a large part in the incredibly successful launch of the brand in South Australia.