Cali-Cool with a Canuck Twist — Crafting Seasonal Success
Challenge
Carl’s Jr. Canada needed an in-store POP campaign featuring a Halloween-themed update and a fall/winter shake promotion. With the shake promotion running through the early part of the Canadian winter, the challenge was to make cold beverages appealing despite the season. Additionally, a limited budget restricted the ability to conduct a photoshoot, so we relied on high-res photo composites to achieve the desired visuals. All campaign elements needed to align with Carl’s Jr.’s brand standards while driving consumer impulse in a highly competitive market.
Solution
As the ACD for this milestone project, I managed the concept, design, and adaptation of four key promotions. I provided creative direction and hands-on execution where needed, from developing creative territories and comps to ensuring all brand elements aligned with Canadian consumer behavior. To address the challenge of promoting milkshakes during the colder months, I focused on an ingredient-driven visual story to boost craveability. I also designed and secured approval for a subtle Halloween-themed update to the Angus Beef quality stamp, featuring a fun cow skull design, ensuring visual consistency across all touchpoints.
Design Vision
Part 1 - Moodboard
Key Elements - Concept Dev
Key Elements - Concept Dev
Part 2 - Moodboard
Photo Compositing
Final Design Direction
Print & Digital Adaptation
The Result
The success of the Carl’s Jr. Q4 promotions, including the Halloween-themed update and winter shake campaign, played a key role in establishing deeper client trust. Building on this momentum, our team continued to be trusted with the development of future campaigns, ultimately contributing to a 20% increase in same-store sales. The creative use of ingredient-driven visuals for the shakes overcame seasonal challenges, while the Halloween campaign’s personalized El Diablo and Monster burger names, along with the themed Angus Beef quality stamp, proved so successful they were reused for the 2024 campaign. This lasting impact underscored the strength of the creative direction and execution.
Creative Team — DCM
Matt DeAbreu • ACD, Graphics & Digital
Designer & Production | Jason Lean
Copywriter | Natalie Mohamed
Copywriter | Natalie Mohamed
