TBWA New Zealand wins Carl’s Jr. account; launches new ‘We don’t do Subtle’ campaign

Carl’s Jr. is turning up the volume in New Zealand with the launch of its bold new platform “We don’t do Subtle” appointing TBWA New Zealand as its creative agency to lead an exciting new chapter for the brand.

 

Known for unapologetically American-style, 100% Angus beef chargrilled burgers, distinctive bold flavours, crisscut fries and real hand-scooped ice-cream shakes, Carl’s Jr. is a global brand with attitude, which has never been shy about flavour – and now its marketing matches that same fearless attitude.

Central to the campaign is CJ, a larger-than-life Kiwi bloke and the human embodiment of everything unsubtle about Carl’s Jr. Decked out in a yellow leather overcoat and adorned with rhinestones and stars, CJ is the perfect mascot to shout about the brand’s crave-worthy menu and playful swagger.

Says Shane Bradnick, Chief Creative Officer at TBWA NZ: “Carl’s Jr.’s food is bold, indulgent and loud – all the brand needed was a megaphone just as big. CJ is that megaphone, bringing energy and fun to a category that’s often too safe and tame.”

The campaign launched across online video, social, OOH and instore with CJ front and centre to spread the Carl’s Jr. attitude to all corners of New Zealand, where 18 locations serve up the brand’s signature menu.

Says Catherine Harris, CEO of 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.”

Says Aimee Peterken, Senior Marketing Manager for Restaurant Brands New Zealand: “This brand doesn’t want to blend in, and neither does the work we do for them. 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 leads the campaign supported by a suite of 15”, digital, social and OOH assets. CJ is brought to life by Samoan country singer, Aaron, whose natural swagger and charm bring authenticity and local relevance to the brand’s new personality.

Client Partner: Carl’s Jr
Agency: TBWA New Zealand
AV Production: Supernormal
Director: Christopher Hill
Music Composition: Liquid Studios
Media Partner: PHD