Generally speaking, it's a good time to be in burger marketing.
Burger King, which foundered for a few years after dropping agency Crispin Porter Bogusky in 2011, has roared back in recent years to become what is arguably the most innovative marketer in the world. McDonald's has linked up with Wieden + Kennedy in the U.S., and the initial work shows real promise, while the chain continues to create surprisingly stylish fare overseas. And of course there was that gloriously, brilliantly dumb moment known as IHOb.
So I was excited for the return of Carl's Jr., recently united with former agency 72andSunny. The chain, and sister brand Hardee's, seemed to be poised to emerge from a chaotic few years that have seen it go from one of advertising's biggest horndogs into a complete question mark.
Unfortunately, what emerged today as we finally saw the first work out of this renewed partnership is...disappointing. I won't continue to flog the work, a process I truly don't enjoy knowing that there are real humans behind every campaign we cover, but you can read here about why I felt this campaign is just numbingly bland.
Even more unfortunately for Carl's Jr., the stakes are incredibly high right now. A lot of people are shifting away from beef (I gave it up last year, though I still murder Impossible Whoppers more often than I should), and the brand is reemerging into the marketing sphere at a time when its competitors are kicking all sorts of ass around the world.
That should be a motivation to avoid mediocrity at all costs and spend your days lusting after radical innovation, and luckily Carl's Jr. has a partner in 72andSunny capable of pulling off those kinds of big swings. And hopefully it will be in the months ahead.
But someone please let me know when Carl's Jr. pulls off a real banger of a campaign, because I have a hunch I'm no longer on the brand's Christmas card list.
Yours with pickles and extra mustard,
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
