Rapport’s challenge was to help revitalize the Carls’s Jr. brand in a major market where their message wasn’t making any headway with their consumers.
For Carl’s Jr., the Houston market was a struggle. Their brand awareness was lower than other markets and there was a lack of steady foot traffic, driven by a perception of low quality consumer experience at high prices. Previously the brand’s only OOH exposure in market was an occasional campaign targeting specific restaurant locations.
The campaign delivered over 15.5MM impressions toward their M18-49 target audience and drove an average 68.9% increase vs control stores (other Texas markets) in the average daily sales of the meal items supported by the campaign. The client was so pleased with the campaign they extended their program an additional 4 weeks and are planning to roll this campaign out across other Texas markets.