Carl’s Jr Marketing Campaign

The new marketing segment for Carl’s jr marketing campaign is to establish brand awareness in Australian market according to their tastes and preferences. An entire new menu with healthy options has been developed to encourage the Australian citizens towards their product. In addition, Carl’s jr has pursued the interest of their potential customers by using celebrity models such as Paris Hilton & Kim Kardashian in their ad campaign which has targeted the young active adult between the age 18-35 who can accommodate one of the high fat meal into their healthy diet. However, they do have a market for families and women with a wide variety of products.

 Furthermore, as part of their campaign after the launch of its first store in Bateau Bay on the central coast of New South Wales. On their opening day, Carl’s jr offered free burgers for one year to their first 50 customers which worked significantly and created a huge hype amongst the people. In order to create brand awareness, they have used catchy slogans such as “ It’s going to get messy” and their traditional “Eat like you mean it” to attract the customers along with the supermodel-centric strategy which targets youth.

Carl’s jr offers thick chargrilled burgers which a rich in taste and calories. The signature original six dollar burger weighs in with imposing 830 calories and 52 g of fat, which is twice that of Mcdonald’s big mac and proportionately more than Hungry jacks’ whopper burger. It is also assumed that one Carl’s jr thickburger can nearly give you half of the calorie count recommended for a 35yr old male. Although, before coming into australian market, they did their research and substantially promoted their brand

As part of their new marketing campaign, Carl’s jr continues to promote their brand with their traditional sexist and exploitative advertising.  However, this has brought Carl’s jr into controversy once again considering the use of salacious advertising and sexist approach. Many people say that this is just another stunt in order to draw attention and stay in limelight.

In addition, they have successfully approached their target market by promoting advertisements on TV and radio along with display of banner ads on public transport. The products that they’ll be offering in Australia are almost the same in context to the taste and texture. Although, they have extended their breakfast menu, introduced a few healthy options with low carbs and less fat, they have also introduced an entire new line of dessert menu. Moreover, there is no upscale on the premium price for their high quality  product and is quite similar to what they were charging in the U.S.A.