Carl’s Jr., in collaboration with the renowned Austin-based creative agency CALLEN, unveiled their latest brand campaign during the highly anticipated Super Bowl event. Leading up to the big reveal, a series of “leaked” internal training videos surfaced, offering a sneak peek into the preparations for the upcoming Free Burger Day event. These humorous videos set the stage for the main event, building excitement among burger enthusiasts everywhere. Following the leaked footage, a spot featuring an amusing “apology” from Carl’s Jr. CMO Jennifer Tate was released, officially announcing Free Burger Day on Monday, February 12.
According to Craig Allen, the chief creative officer at Callen, this campaign represents a departure from the norm, as it boldly embraces risk-taking and pushes creative boundaries. Allen emphasized the brand’s willingness to embrace outrageous ideas, highlighting CMO Jennifer Tate’s dedication to the campaign, including her comedic portrayal in riot gear for promotional spots.
Marking Carl’s Jr.’s first Super Bowl spot in nearly a decade, the campaign draws inspiration from the irresistible allure of a delicious burger, showcasing the lengths to which a hungry customer might go to satisfy their cravings.
Titled “Free Burger Day,” this professional campaign was launched nationwide in the United States in February 2024, spearheaded by the creative minds at CALLEN. Through a combination of humor, storytelling, and a deep understanding of consumer cravings, Carl’s Jr. aims to reaffirm its position as a leading player in the food industry. With six engaging media assets, including humorous training videos and captivating promotional spots, the campaign captures the essence of Carl’s Jr.’s commitment to delivering mouthwatering burgers and unforgettable dining experiences.
