To most consumers, Carl’s Jr. and Hardee’s are essentially the same restaurants, and their creative campaigns have tied together in nearly everything except name. Now, CKE Restaurants, the parent company of both brands, is letting new creative agency of record (AOR) Havas Chicago make two separate personas for the burger joints, featuring a new campaign for Carl’s Jr. voiced by Matthew McConaughey.
CKE Restaurants announced that it will create two separate, distinct brands, under CKE while keeping the “quality, taste and value of the food firmly as the star,” according to a release. A major step in the brand evolution comes with the selection of Havas Chicago as AOR, now responsible for digital, social, TV, and radio content needs for both brands. Havas will build separate brand identities for Carl’s Jr. and Hardee’s, starting immediately with Carl’s Jr.
“Carl’s Jr. has been, and always will be a brand that’s impossible to ignore,” said Jeff Jenkins, chief marketing officer of CKE Restaurant, Inc. “We are excited to partner with Havas, whose reputation for breakthrough creative aligns perfectly with our vision for these two brands moving forward, to put our great tasting food at the forefront of the business.”