Creative Director
To introduce the first All-Natural Grass Fed Anti-Biotic and Hormone Free beef in fast food, we infiltrated Farmer's Markets throughout Southern California and handed out over 50,000 walking mini-billboards for the product in the form of grocery totes. Participants also received a coupon to try the All-Natural burger printed on biodegradable seed paper.
While most fast food restaurants have a secret menu, known only to their true fans, that is loaded with more indulgent versions of their regular menu items, Carl's Jr.'s menu is already filled with overly indulgent products, and the only real secret is that they actually offer some of the most healthy items in the category. So in this campaign we tapped health-focused influencers and bloggers to spread the news through their own channels of the other side of our menu, carlsjr.com spelled backwards.
