When Carl's Jr. / Hardee's decided to start baking buns in-store, they knew it would be a game changer for the industry. Problem was, most people didn’t even consider the bun their burger came on. Our job was to get people talking and excited about something only we could provide; fresh baked buns.
To get buns top of mind, we partnered with BuzzFeed.com to create a "BunsFeed" site takeover where the site aggregated "all things buns" on the internet.
In order to drive trail and get people talking about our great buns socially, we initiated a BoGo offer every Monday and called it #MondayBunday. We announced the offer by integrating MondayBunday with TheChive.com. Customers were stoked on the great buns and took to Twitter to share their love.