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Carl’s Jr., Hardee’s court Amazon in social media blitz

CKE Restaurants’ dual burger brands pitch 24 ‘big ideas’ to the ecommerce giant on Twitter

Carl’s Jr. and Hardee’s propositioned Amazon.com Inc. to acquire the burger chain in a string of not-so-serious tweets that started early Monday morning and continued into Tuesday.

The social-media blitz featured a series of humorous pitches for a collaboration between the two companies, including a such novelties as a “Virtual All Star” meal that simulates eating Carl’s Jr. and Hardee’s food, and “Tasty Tape,” a packing tape for Amazon deliveries that smells like various food items from the chain’s menu.

The tweets also prodded Amazon to buy the quick-service chain. Amazon recently bought Whole Foods Markets and has expanded its food-delivery service, Amazon Restaurants, in a deal with online food ordering company Olo.

“Hey Amazon!” read the kickoff tweet. “For the next 24 hours we will be sharing one of our big ideas every hour on the hour!!!!!!! #AmazonBuyUs”

The campaign picked up again on Tuesday at 2 p.m. EDT, when Carl’s Jr. broadcast an “Amazon Pitch Presentation” live from its Twitter account.

Not surprisingly, the ecommerce giant did not attend, and viewers were treated to a continuous view of the newly launched $5 All Star Value Meal perched atop a conference room table instead.

CKE Restaurants Holdings Inc., the parent of Carl’s Jr. and Hardee’s, said that it plans to continue the campaign throughout the week.

“Look, Amazon has made millions delivering happy brown boxes to people’s doorsteps, and Carl’s Jr. and Hardee’s just launched its own amazing box (the $5 All Star Value Meal) bursting with delicious American classics,” said CKE in an official statement. “This pitch to Amazon allows us to remain true to our roots, while talking about our food, and having a bit of fun along the way. Starting today, the pitch is on, our billion-dollar ideas are just the start of a conversation.”

The campaign is the latest move by Chief Marketing Officer Jeff Jenkins, who joined CKE in June pledging to create “breakthrough campaigns.”

At press time, Seattle-based Amazon had yet to respond to the Nashville, Tenn.-based restaurant’s pitches or to NRN’s requests for comment.

CKE currently has more than 3,800 global locations with a presence in 44 U.S. states.

Tweeted pitches include:

Tender Button

Carl’s Foods Markets

The Fryer Stick

Lunch Registry

Virtual All Star

Tasty Tape

Correction: October 10, 2017 A previous version of this article incorrectly stated that the CKE headquarters was located in Carpentaria, Calif. The HQ was moved this year to Nashville, Tenn.

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