Prime Rib Venture
CKE / Carl's Jr. + Hardee's
Issue 57 | December 2020
Agency
72andSunny New York
Creative Team
Co-Founder, Creative Chairman: Glenn Cole Executive Creative Director: Bryan Rowles Creative Directors: Kasia Canning, Gabo Curielcha, Russel Dodson Senior Writer: Simon Gibson Senior Designer: Dan White Writer: Kinda Loughran Designer: Jose Contreras
Production Team
Film Production Company: Schrom Executive Producer: Carl Sturges Director: Michael Schrom Digital Production Company: PrizeLogic VP Business Development: Christopher Garra Design Studio Production Company: Dazzle Studio Creative Director/Design Lead: Zipeng Zhu 3D Design/Animation: Rozi Zhu Editorial Company: Hecho Executive Producer: Ryan Curtis Editor: Dan Goldstein Sound Design Company: LIME STUDIOS Executive Producer: Susie Boyajan Sound Designer: Ben Tomastik VFX Company: Hecho Executive Producer: Ryan Curtis Lead Artist: Eric Mason Color Company: Hecho Executive Producer: Ryan Curtis Artist: Luis Silva
Other Credits
Executive Director of Strategy: Tim Jones Group Strategy Director: Greg Hirschorn Sr. Strategist: Ashley VanDerLaan, Kaylah Burton Group Brand Director: Brittini Hutchins Brand Manager: Kamran Gossieaux Director of Production: Lora Schulson Group Executive Producer: Julia Lafferty Producer: Connor Gomez Client: CKE Chief Executive Officer: Ned Lyerly Chief Brand Officer: Chad Crawford SVP, Marketing: Patty Trevino Director, Marketing: Meredith Martin Senior Media Manager: Brent Waible Promotions Program Manager: Regina Spielmann
Date
October 2020
Background
Carl’s Jr. and Hardee’s were looking for a way to launch their new super indulgent Prime Rib Menu at the onset of a global recession. So they set out to find a way that they could still promote these incredible new items, while helping customers more easily experience them.
Idea
The Prime Rib Venture: a (definitely legal) investment opportunity where customers could get access to the new Carl’s Jr. & Hardee’s Prime Rib Menu at a fraction of the cost. By investing just $1 people could receive up to $9 of beefy returns in the form of Carl’s/Hardee’s gift cards.
Results
In just the first 20 minutes of launching the venture, all 1,500 Round 1 investments were sold out. So a second round of investment was opened and the number of slots was doubled. And when all 5,000 of those sold out too, they did it again. In the end, recruiting a small population of 16,000 Prime Rib investors had a huge ROI. It contributed to a 77% spike across all prime rib sales once the Prime Rib Venture launched helping Carl’s Jr. achieve double QSR category sales. Oh, and they made Lance Bass relevant again.