Carl’s Jr. and Hardee’s are shaking up the value box space with $5 All Star Meals, and a national ad campaign that puts fast food competitors on notice that they mean business (check out a spot here). New CMO Jeff Jenkins talks strategy.

Cynopsis: What is the thinking behind the pull-no-punches campaign?

Jeff Jenkins: Carl’s Jr. and Hardee’s are challenger brands with a history of provocative advertising, but a food story that was largely untold. We created the All Star meals to offer a quality meal at an everyday price and we believe they are the best in the business, so we wanted to tell that story true to our edgy roots. Going directly after the competition makes us impossible to ignore, and gets people talking about us.

Cynopsis: How long did it take to develop the campaign, and who was involved? 

Jeff Jenkins: We’ve been planning for this campaign for a while with agency partners including 72andSunny for creative and social, Initiative for media, Marsh for point of purchase and Edelman for PR.

Cynopsis: This is Advertising Week. What would you like the buzz to be about Carl’s Jr. and Hardee’s? 

Jeff Jenkins: Carl’s Jr. and Hardee’s are putting the competition on notice. We are storming into the value game and we’re changing it, no apologies. We are proving that value goes beyond the wallet – we value taste, time and our people. We won’t be ignored, and this is just the beginning. 

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