EL SEGUNDO, CA: Plant-based meat is taking over the menu at Carl’s. Jr.
Well, only on Earth Day and only at one restaurant in Los Angeles.
The chain is encouraging consumers to stop by on Thursday and try a complimentary, eco-friendly Beyond Meat item. Fans of Carl’s Jr. and Beyond Meat who are not able to join the celebration in Los Angeles can enjoy any Beyond Burger for $5 via an emailed offer at participating locations throughout the U.S.
Patty Trevino, SVP of brand marketing at Carl’s Jr. parent CKE Restaurants, explained that the brand decided to break its news about the campaign one week ahead of Earth Day in order to stand out. She added that the brand also wants to highlight Carl’s Jr. as a leader in the quick-service restaurant plant-based movement.
“Our media efforts will continue to ramp up for the remainder of the week and as we gear up for event day, we will work closely with Los Angeles and national media to help bring this to life,” Trevino added.
Aside from media engagement, CKE and Beyond are activating across Carl’s Jr.’s owned social media platforms and tapping into influencers such as Casey McPerry to create content.
“The objective of the day is to remind consumers that they can enjoy a plant-based burger any time at Carl’s Jr. without sacrificing great impossible-to-ignore flavors,” Trevino said.
In December 2018, Carl’s Jr. partnered with Beyond Meat to be the first national quick-service restaurant to offer a plant-based burger patty: the charbroiled Beyond Famous Star. The Beyond Famous Star was Carl’s Jr.’s most successful burger launch of 2019, and since then, it has sold nearly 12 million Beyond Meat burgers.
“Beyond Meat has been a great partner since we launched the Beyond Famous Star in 2018 and as Carl’s Jr. is a plant-based pioneer in the QSR space, it felt right to collaborate for this campaign,” said Trevino. “Our teams have been working closely together throughout the last couple of weeks to bring this to life and we are looking forward to celebrating Earth Day with our consumers, allowing them to indulge in these craveable plant-based burgers.”
The brands’ internal PR teams are leading the effort with an assist from LaForce, CKE’s AOR. Budget information was not disclosed.
CKE Restaurants operates Carl's Jr. and Hardee's, which have more than 3,900 franchised or company-operated restaurants in 44 states and 42 foreign countries and U.S. territories.