A new job, but the same client with another ingenious rhyme. The one who was the protagonist of the campaign that KFC launched in April again meets the joker consumer and to be a victim of jokes and jokes in the announcement with which the Chain of Hamburguesteries Carl’s JR, of the Group Avanza Food, wants to reinforce its positioning in the market.

The brand seeks to relaunch and for this has resorted to humor with the aim of increasing its notoriety. The “the FAV of Carlos in Carl’s” campaign, which has had Jesús Cubero as a strategic consultant and the creative agency Pingüino Torreblanca, seeks to connect with the young public, generate conversation and work the image of Carl´s Jr. as a daring and close brand.

He does, as KFC already did, with a shameless rhyme. From the piece it is distilled that the dependent has begun in a new job, but it runs with the same client, which asks for a menu that the company offers at a price of € 5.90. The dependent, distrustful, awaits a rhyme that he has already heard previously. However, Carl’s JR breaks the expectation with an irreverent and popularly known parent.
The brand has had the same actors and the same narrative structure. It has had Zissou production.

The campaign includes five different pieces that deepen the rhyme:

“Carl’s Jr. is an authentic and brave brand, which is committed to different ideas. This sequel is a good example of how we can tell stories with humor and freshness to connect with people”Said María Martínez, Brand Director of Carl’s JR, in a statement.

In this sense, the campaign is presented as a fun sequel to a story that captivated the public a few months ago. Just as those responsible for the campaign transfer Reason.WHYthe idea has been to create a kind of Spin Off that will explore what happens after that KFC announcement, which was devised by the PS21 agency.

“Carl’s Jr. is still a small brand in our country and with a limited budget. To get our heads, we needed something that was a little guerrillaro”, Comment from Pingüino Torreblanca in a statement.“It occurred to us that there was an opportunity in playing with the KFC campaign, because after “the five”, probably the most famous rhyme in this country is what is done with the name “Carlos”, which is precisely the name of our brand: Carl”

The creative team ensures that the campaign has been conceived and developed since respect for the work done by PS21. In conversations with this medium, Jesús Cubero says that KFC is an iconic brand and that the reference to KFC’s communication was born both of his character and positioning and leader of the category and the construction of a differential style.
Highlights his admiration for PS21 and KFC, with which he has previously worked. He has also collaborated with the agency in Campaigos for Adecco.

“What KFC has done with PS21 in recent years is absolutely admirable. They have turned the brand into the most popular in their category among the young public, and they have done that being very punkies, very transgressive, daring to do things that other brands do not dare to do“They have explained from the agency.
They point out that one of those things has been to play with other brands and hack them, as they did by appealing to the workers of other brands for the promotion of infamous, or resorting to Ikea’s identity to announce a store in Mallorca.

Thus, Carl’s JR has played the same game as KFC. “It is a brand that has opened the land to the others to make such games, such as borrowing the characters from the competition, something that we have seen so many times in American advertising and that gave us a lot of envy, because it was not so easy to do in our country”, They say from Pingüino Torreblanca.

From the KFC marketing team and the creative team of PS21 transfer to this medium that the “Megabox” campaign is a project that has had an unprecedented success and consider logical that it remains in the collective collective imaginary five months after its launch. They understand it as another example of the efficacy of the campaign and the brand’s obsession to sign projects that impact culture.

In addition to the spot, as part of the Carl’s JR campaign has launched a promotion that seeks to link the brand with the name Carlos, easier to remember. Thus, from September 12 to 21 all customers called Carlos can enjoy a “medium -sized California” menu for free in any of the chain restaurants in Spain. They should only show their ID at the counter.
For their part, all the employees Carl’s Jr will show off during those dates an identifying sheet with the name of Carlos, as a special wink to the campaign.

The campaign began to be executed on September 12 and since then has accumulated 19 million views. It has activations on digital platforms and social networks, such as Meta and Tiktok, and will include collaborations with influencers to amplify the message. It will also have visibility in exterior advertising.