Coast PR launches the industry-first All-Natural Burger for Carl’s Jr. and Hardee’s. From a robust national media relations program to a racy Super Bowl spot, the PR team navigated a new product, expanded audience set and a steamy ad sure to make waves! Total media impressions exceeded 4B.
Coast PR led the PR charge for the first all-natural burger from a major US fast-food chain. The All- Natural Burger from Carl’s Jr. and Hardee’s featured a grass-fed, free-range beef patty with no added hormones, no antibiotics, no steroids – a true industry first. The launch was an important one for the PR team to navigate as the chains looked to broaden their target audience and leverage consumer trends towards cleaner/natural foods while staying true to their “young, hungry, guy” brand roots. The product rollout was also supported by racy/controversial Super Bowl spot, “Au Naturel,” featuring Charlotte McKinney. Coast PR tasked with generating national media attention/sustaining high level of buzz + excitement for weeks.
The PR team couldn’t just hang our hats on this being an industry-first product, we needed to communicate messaging that resonated with consumers and mitigated any backlash, on-board industry allies to speak to Carl’s Jr.’s innovative leadership in QSR space, and generate overall positive coverage.