Carl’s Jr spent International Burger Day encouraging burger lovers across New Zealand to make a ‘Flavour U-Turn’ and rethink their lunch options in an activation via TBWA\New Zealand and Eleven PR.
The fast food chain deployed teams across Auckland, Hamilton, Rotorua, Palmerston North and Hastings, intercepting burger decision-making moments with a simple proposition: celebrate International Burger Day with a free Famous Star burger from Carl’s Jr.
Positioned near some of the country’s busiest burger precincts and drive-thrus, the activation invited New Zealanders to swap their existing plans for what Carl’s Jr. believed was a more fitting way to celebrate the occasion.
The activity proved a hit with consumers, contributing to double-digit sales growth compared to International Burger Day 2025.
Aimee Peterken, NZ brand director at Carl’s Jr. said International Burger Day presented the perfect opportunity for the brand to lean into its challenger mindset: “International Burger Day is one of the biggest moments on our calendar, so we wanted to do something that felt impossible to ignore.
“At Carl’s Jr., we believe everyone deserves a REAL burger, and there is no better day than International Burger Day to give New Zealanders the opportunity to experience one for themselves.
“Flavour U-Turn gave us a fun, bold way to get in front of burger lovers at exactly the right moment and invite them to make the switch. The response far exceeded expectations and showed just how many people were willing to take us up on the offer and convert to Carls Jr. burgers.”
Catherine Harris CEO of TBWA\New Zealand Group said the best ideas often come from identifying a cultural moment and finding a simple way for a brand to participate in it: “International Burger Day is one of the few occasions where the entire category is competing for attention at the same time.
“Flavour U-Turn gave Carl’s Jr. a way to show up physically in that moment rather than simply advertising around it. It was simple, highly visible and true to the playful un-subtle attitude that’s always been part of the brand.”
While the core activation ran on International Burger Day, it was extended through the King’s Birthday long weekend via a digital coupon posted on Carls Jr’s socials, giving more New Zealanders the opportunity to pull a Flavour U-Turn and experience a Carl’s Jr. Famous Star burger for themselves.
CREDITS
Client: Carls Jr. (Restaurant Brands)
Creative: TBWA\New Zealand
PR & Activation: Eleven PR
Imagery: Sonna Studios
