Hardee’s Booty Biscuit Valentine’s Day Campaign
Campaign
The Project
The Client:
Since Hardee’s is known for how delicious their scratch-made biscuits are, they decided to create heart-shaped biscuits for Valentine’s Day. But unlike other mushy Valentine’s Day campaigns, they wanted to push the limits. Their idea was to flip the biscuit and draw attention to how much it looked like a booty. #TeamHeart vs #TeamBooty was created, and the rest was history.
Hardee’s has always been a brand that takes risks and does the unexpected, and this concept definitely aligned with that. This allowed us the freedom to think outside of the box and play on the naughty and nice aspects of the heart vs booty concept. We used variations of the traditional Candy Hearts and other Valentine’s Day memes to create engaging content to get conversation buzzing around their heart-shaped (or booty-shaped) biscuits.
The Goal:
For this Valentine’s Day campaign, our goal was to create content that first introduced the heart-shaped biscuit and then, establish the Team Heart vs Team Booty concept. We also made sure that the content was playful to fit in with the risque Valentine’s Day campaign. Some of the brainstormed ideas let us get to know the real dark humor of some of our teammates, which was a plus.
Additionally, we tracked down the perfect Content Creators to create TikToks and Instagram Reels to reach new audiences. This was not the easiest task as we had to find comedy creators that not only had a type of comedy that matched Hardee’s brand, but they also had to be located in Hardee’s footprint. On top of all of that, we only had a couple of weeks to locate these creators and execute the content. We decided on @frontporchdad and @itscourtneymichelle. Not only did these creators provide exactly what we were looking for, but they also received a lot of positive feedback about the product in their comment sections!
The Results:
Hardee’s used our content on both Twitter and Instagram which resulted in 464 likes, 34 comments, and 1,475 video views on Instagram and 57 favorites, 22 retweets, and 17 replies. The Influencer content also performed well, receiving a combined 253k views on Instagram and TikTok.
