Launch of Angus Thickburgers in Pakistan
Strategic Challenge: Hardees was launching the Angus Thickburgers for the first time in Pakistan – the burgers were juicier, meatier and tastier.
The Idea: Keeping in view the Hardee’s brand personality we wanted something edgy and irreverent that would reach out to our target customers. We chose to be bold and different with our messaging thus creating interest in the brand and the new product.
The campaign triggered overall Hardee’s sales and it went up by 18% in first month of the launch.
The campaign went viral which generated higher TOM for the brand.
Free publicity and talkability worth 1Mn+ through articles, blogs and social platforms.
Launch Date: September 08, 2013