"As media director at CKE Restaurants, Sutton oversees both Carl's Jr and Hardee's - two brands that, until recently, shared one marketing strategy. "A few years ago, we marketed Carl's and Hardee's together," he says. "It made sense from a media efficiency standpoint. But the personalities of the brands got a little watered down." The fix? Split them apart. "It's created some challenges," he admits."
"At this year's The Drum Awards Festival, Sutton not only served as a judge - reviewing some of the best creative work in the industry - but also found himself on the other side of the table: CKE Restaurants was nominated for its Carl's Jr campaign with influencer Alex Earl. (And no, Sutton wasn't in the judging room for that one.)"
Scott Sutton is media director at CKE Restaurants and oversees Carl's Jr and Hardee's. The two brands previously shared a single marketing strategy, which diluted individual brand personalities and prompted a strategic split. The split created regional positioning — Carl's Jr on the west coast and Hardee's on the east — which reduced national opportunities and increased the need for creative, localized go-to-market approaches. CKE used influencer marketing around the Super Bowl without buying a spot, employing earned tactics such as a post-game 'Hangover Burger' giveaway to generate attention and award nominations.
Read at The Drum
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