Newly Rebranded Carl’s Jr. Names Vice-Owned Carrot as Its Social and Digital Agency of Record

Recent campaigns moved away from bikini babes

Carrot and creative AOR 72andSunny will start collaborating. Carl's Jr
Headshot of Patrick Coffee

The always controversial Carl’s Jr. has announced another change in its marketing lineup, naming Vice’s Carrot Creative as its new digital and social agency of record after a review.

It is not clear which other agencies were involved in the review.

The news comes on the heels of the CKE chain, which recently announced plans to part with longtime CEO and former labor secretary nominee Andy Puzder, debuting a new brand campaign from its lead creative agency 72andSunny.

“We’re food lovers at Carrot, especially delicious burgers,” said Carrot CEO Mike Germano in a statement. “As big fans of Carl’s and Hardee’s, we’re amped to help shape the next chapter in their pioneering history and lead the charge in innovative, social and digital campaigns you’d want to sink your teeth into.”

Carrot, which was Chipotle’s first social agency of record, first worked with the client late last year when it collaborated with 72andSunny to help produce live Carl’s Jr. ads for its parent company Vice’s new gaming offshoot, Waypoint.

Germano said Carrot will work in tandem with its partner agency to help push out new messaging focused on the characters Carl Hardee Sr. and Carl Hardee Jr. Germano added, “We have long respected 72 and will be working directly as an integrated agency team.”

The newest ads marked a dramatic departure for a brand long known for featuring famous women in bikinis. In an appearance on Fox Business News last week, Puzder offered a simple explanation for the strategic shift. Sexy ads no longer “have as much of an impact,” he said.

“We’re hungry, and CKE has the same appetite for innovation,” Germano told Adweek of his agency’s newest client. “Seventy-two’s new campaign nails what the company is all about, so we are going to keep building out the world of Carl Hardee Sr. and Jr. while pushing burger boundaries to stay true to what we all love about Carl’s and Hardee’s—the food. We want burger and biscuit culture in social feeds, websites, digital campaigns and content.”

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.
Publish date: April 6, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT