SUMMARY
The Six Dollar Burger campaign was developed to create a unique marketing concept that Carl's Jr. could own. Positioning the product as the first restaurant quality burger available at a fast food place, set us apart from the competition by establishing a whole new segment for the category, immediately defining the burger as premium quality as well as providing a halo effect on the entire brand. The TV campaign tapped into the mindset of our burger addict target by communicating that now they could get the restaurant quality burger they craved without the restaurant "annoyances" or prices. The radio provided credibility by hearing in consumer's own words where they would expect to find a burger of this quality and what they would expect to pay for it.
