HighCo Shopper Aix et Allison+Partners France lancent Carl’s Jr. en France

  • L’agence de communication HighCo Shopper Aix et l’agence de RP Allison+Partners France accompagnent depuis le printemps 2017, B-GO, le master franchisé français exclusif dirigé par Francesco et Stéphane Brescia, qui bénéficie d’une expérience de 30 années dans le secteur.

    Créée à Los Angeles en 1941 par Carl et Margaret Karcher, inventeurs des grands principes du « Fast Food », la marque est très célèbre aux Etats Unis avec 3900 points de vente dont 700 hors US, dans 46 pays. HighCo Shopper et Allison+Partners ont travaillé ensemble à la construction et au développement de la marque Carl’s Jr. en France.

     HighCo Shopper Aix a adapté le positionnement et conçu la baseline « Fait main en France, Born in California ». L’agence a gardé le ton direct, humoristique et irrévérent qui est la marque de fabrique de la communication de Carl’s Jr..

    L’agence a également conçu et décliné un plan de communication omnicanal local (affichage, PQR, radio, réseaux sociaux, Waze, marketing direct …) pour créer du trafic vers le premier restaurant, véritable Flagship, qui a ouvert le 18 janvier dernier à La Garde, près de Toulon. La campagne comportait aussi la mise en avant d’une offre forte : un an de Carl’s Jr. offert pour les 100 premiers clients.

    Cette stratégie de communication a permis de toucher une cible large et de dépasser les prévisions de trafic.

     L’agence Allison+Partners France a mis en place depuis juillet 2017, une stratégie de découverte progressive de la marque auprès des journalistes et des influenceurs. La première étape menée en Juillet a permis aux média professionnels et économiques de découvrir les ambitions, la stratégie et les atouts de la marque et de B-GO pour réussir son développement en France. Puis, priorité à la dégustation avec pendant les 3 premiers jours de l’ouverture, l’organisation de plus de 30 dégustations avec des journalistes et influenceurs locaux et nationaux. Les délicieux burgers Angus, les filets de poulet et les shakes faits maisons de Carl’s Jr. ont séduit médias, bloggeurs, youtubeurs et instagrameurs … En 3 jours, ces dégustations ont généré une centaine de posts, photos et vidéos positifs, lus par plus de 250 000 personnes, « burger lovers », curieux des nouveautés. Ces posts ont été également relayés sur les réseaux sociaux par HighCo Shopper qui orchestre la stratégie social media de la marque.

     Les Français sont parmi les plus gros consommateurs de burgers d’Europe, et sont très attachés à la qualité des produits et à la créativité des menus. La force de Carl‘s Jr. sur ce marché ultra concurrentiel, c’est la qualité et l’originalité de ses recettes de burgers premiums à base de bœuf 100% Angus, avec notamment des recettes aux champignons, au guacamole, des légumes frais, le tout très frais, car préparé à la commande et servi à table

     120 ouvertures sont prévues en France d’ici 12 ans, car la marque compte bien s’imposer rapidement comme une référence du secteur.

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