CKE Restaurant Holdings has named 72andSunny as its creative agency of record, two years since originally splitting from the shop.
The agency will now handle creative duties for both the Carl’s Jr and Hardee’s franchises, as well as dual-brand creative when needed. The MDC network previously held the account for six years between 2011 and 2017.
The appointment is one of the first orders of business for chief brand officer Chad Crawford. The marketer joined CKE in September after eight years at Popeyes, where he was most recently president for North America.
Crawford takes over top marketing responsibilities from Jeff Jenkins, who was previously global chief marketing officer and chief digital officer. He departed the business for children’s apparel brand Carter’s in July.
Ned Lyerly, chief executive officer of CKE, called Chad “a brand builder with a tremendous track record of performance”. In a statement, the boss spoke of his plans to “reignite” the company’s marketing efforts, “build relevancy with our customers and partner with our franchise community.”
Crawford said he had tasked 72andSunny to deliver creative work that would make both brands stand out on the crowded QSR scene “in a fresh, new way that reflects the ever-changing marketplace”.
“I’m excited about the insight and positioning that we have unlocked as a foundation for our new creative expression and look forward to seeing that come to life,” he said.
Carl’s Jr and Hardee’s have been down a bumpy agency road since last working with 72andSunny. The two broke apart creatively after a stint with Havas Chicago in 2018.
According to AdAge, Carl’s Jr held a lengthily review for an agency partner earlier this year, while Hardee's went to Havas' sister agency, Arnold.