Carl's Jr. & Hardee's — Jon Schultz

CARL’S JR. & HARDEE’S / BRAND STRATEGY

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The Ask: Take two fast food brands forced together over decades of “cheap thrills” advertising and develop distinct brand positionings that built upon each brand’s unique DNA and opportunity in culture.

My Role: Strategic planning director, leading teams through the identification, articulation, and activation of the brand strategies and comms planning for both Carl’s Jr. and Hardee’s.

The Outcome:

Lifted product sales by over 25% within the first window of the new campaign.