Thickburger Guerilla Sampling — Hardee’s Food Systems

Objective

Increase trial and awareness of Hardee’s Thickburger by reaching target consumers at local market events.

Results

Execution:	6 Months
Markets:	1
Samples Distributed:	15,000

Defining Moments

Kicking Cow Promotions dispatched street teams to local St. Louis events to distribute free product cards, pumping up Hardee’s local market sponsorships.

When the American Idol auditions were held in St. Louis, the “Hardee’s Hunger Patrol” distributed more than 2,000 product cards to highly targeted consumers waiting to audition. The Hunger Patrol also sampled outside of St. Louis Cardinals and Rams games to extend Hardee’s sponsorship beyond their in-stadium exposure.