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Carl’s Jr and Hardee’s celebrate Jurassic World with dino-inspired menu

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By Kendra Clark | Senior Reporter

May 18, 2022 | 4 min read

The two fast food joints have teamed with Universal Pictures to promote the new Jurrassic World Dominion, which premiers June 10 nationwide.

Today, CKE Restaurants-owned burger chains Carl’s Jr and Hardee’s announced a new partnership with entertainment titan Universal Pictures. The brands have collaborated on a new multichannel campaign that invites fans into the fun in a variety of ways — most notably, with new meaty, dinosaur-inspired menu offerings.

Burgers

Burgers are getting primal at Carl's Jr and Hardee's

Carl’s Jr and Hardee’s are rolling out what CKE is calling “some of their most flavorful, meatiest” offerings to date with the new Primal Menu. Available starting today, the menu includes a Primal Angus Thickburger, the Primal Burrito and the Primal Biscuit with Fried Egg. But veggie-lovers need not despair: Carl’s Jr is also debuting the plant-based Beyond Wraptor Burger and the Double Beyond Wraptor Burger. To complement the hearty new products, the restaurants will also offer the new Amber BBQ Sauce, a tangy condiment inspired by the franchise’s memorable semi-fossilized amber resin.

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The campaign, developed by creative agency 72andSunny New York, is being promoted in a newly unveiled half-minute spot that sees CKE restaurants overtaken by rogue dinosaurs.

To further promote the new menu items, the brands tapped a handful of digital platforms to collaborate on a range of immersive, co-branded AR activations. Fans can get in on the fun with a new AR Lens on Snap and play a digital game in the Uber and Lyft apps via rideshare app advertising and gaming platform Octopus. The campaign also includes a partnership with TikTok and additional multimedia ads for Yahoo! via ad firm Kargo.

Taking the excitement to the next level, Carl’s Jr, Hardee’s and Universal are teaming up for a handful of pop-up activations in Los Angeles and Nashville, dubbed “dino takeovers.”

The Primal Menu will be available to consumers for a limited time at locations across the US market; CKE and Universal Pictures reportedly plan to roll out additional menu promos in markets including Canada and the Middle East in the near future.

The highly-anticipated new film, which wraps the $5bn Jurassic franchise, will hit theaters June 10.

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