To increase brand awareness, The Krystal Co. is adding a famous face and star power among burger eating champions to its packaging as part of a new advertising campaign.
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| Burger-eating champion Takeru Kobayashi graces Krystal packages |
For the first time in its 73-year history, the QSR will feature a personality on product boxes and in-store displays. That personality comes in the form of Takeru Kobayashi, the 27-year-old, 132-pound man who was named last year’s Krystal square-burger-eating champion.
Kobayashi, of Japan, took the championship last November by eating 69 2.5-inch, Krystal hamburgers in eight minutes during the first Krystal Square-Off World Hamburger Eating Championship in Chattanooga, TN.
Since the challenge, Kobayashi has become somewhat of an icon for Krystal customers, said Mike Williams, VP-marketing for The Krystal Company. So, to honor the burger-eating icon and customers’ love of eating multiple Krystals, the QSR devised the Sackful Combo box, he said.
The new Sackful Combo box, which holds 12 Krystal hamburgers, two orders of French fries and two medium beverages sells for $9.99. Kobayashi’s picture will be featured on more than 5 million Krystal hamburger boxes and on in-store materials.
“Takeru Kobayashi kind of embodies the fun of the brand,” Williams said. “We just want people to have a good time. We want to remind them how much fun it is to have a sackful challenge.”
“The promotion lends itself to fun, friends and multiple indulgences,” he added. “It really is pushing the brand. We’ve been experiencing good sales results and we want to continue that.”
The second Krystal Square-Off World Hamburger Championship will take place this fall.
Krystal restaurants will further extend the brand and brand loyalty by having its very own customers star in TV commercials. In the TV spots, customers talk about the brand while interacting with a live person.
Internet materials, TV and radio spots support the campaign.
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