When Carl’s Jr. first approached us, their marketing goals were clear. They wanted to celebrate their Latino culture and relaunch their Latino Facebook Page. They also wanted to introduce some seasoned Hispanic employees into their communications, highlighting the company’s impact on their lives, families, and communities. Carl’s Jr. didn’t want to just communicate with their Latino audiences and employees – they wanted to celebrate their history, culture, achievements, and heritage.
We collaborated with Carl’s Jr. to select three Hispanic employees from California and Arizona to be the stars of this project. Then we developed a long-form storytelling format to capture their unique stories in a natural narrative through a series of videos. These videos focused on each employee’s challenges at work and in life, and the role Carl’s Jr. plays in promoting inclusion and supporting their community. Our goal was to create a compelling and heartfelt campaign to connect with our Hispanic audience through the smaller, yet significant moments that show the best in people.
The 3-5 minutes mini-videos were posted on the Carl’s Jr. Latino Facebook Page every Wednesday during Hispanic Heritage Month, preceded by teasers, and reinforced by recap snippets afterward.
The results went beyond expectations. This inspirational campaign had a very positive acceptance among younger generations, as well as within the brand’s employees. It shed light on the commitment Carl’s Jr. has for the Latino community and their families.
The campaign performed so well that the client asked us to develop the similar content for their sister company, Hardees. Later that same year, the American Advertising Federation recognized our work as Best in Class.