“Shun the Ho-Hum” Celebrates Uniqueness with Fun, Food, and Custom Puppets created by Jim Henson’s Creature Shop
Inspired by the idea that “different is good,” The Krystal Company unveiled its newest ad campaign “Shun the Ho-Hum.” Known throughout the country, and famous in the South for its iconic square burgers, the quick service restaurant brand has a long-established history of standing out from the crowd. The new campaign spotlights this with clever humor, and unforgettable commercials featuring favorite menu items brought to life as characters by Jim Henson’s Creature shop. Developed by Bright Red\TWBA, Krystal’s new Advertising Agency of Record, it’s a fresh concept for the highly competitive quick-service restaurant market.
“Krystal has always embraced being different,” said Jason Abelkop, Chief Marketing Officer for Krystal. “From our signature small square burgers, to offering unique menu items like Pups and breakfast with fresh-cracked eggs, to inventive flavors for our milkshakes with real ice cream, to our exciting limited-time only menu offerings throughout the year… we really enjoy marching to our own drum.”
“Shun the Ho-Hum” definitely reflects that attitude in commercials filled with clever humor delivered by playful puppet versions of The Classic Krystal, Krystal Chik, Krystal Fries, and Country-Fried Krystal – a new limited-time only menu addition. “Each character was created to be easy to relate to, while remaining authentic to the brand,” explained Jason Hatfield, Client Success Officer at Bright Red\TWBA. “These guys are fun, with a bit of attitude and they simply enjoy being themselves and doing their own thing. That’s at the heart of the Krystal brand experience.” Additional advertising support includes equally witty phrases that further reinforce the idea of individuality such as “Satisfy Your Gravy Tooth.” New characters relating to special promotions and menu items may be added to the campaign as it runs over the next 10-12 months. “This campaign is going to be lots of fun for fans of Krystal and lovers of quick, tasty food that’s anything but boring,” said Angela Johnson, Director of Marketing Communications for Krystal®. “We chose Bright Red to bring this thinking to life because of their philosophy around disruption and their ability to overcome conventions, both in the category and with the audience.”
Commercials and characters can be viewed online at www.krystal.com as well as on the brand’s YouTube channel at https://www.youtube.com/user/krystalloverslounge. The brand also has plans to expand the “Shun the Ho-Hum” campaign and its characters across print publications, outdoor, digital and social media platforms like Facebook, Twitter and Instagram.
Founded in Chattanooga, Tennessee, in 1932, The Krystal Company is the oldest quick service restaurant chain in the South. More than 80 years later, its hamburgers are still served fresh, hot off the grill on the iconic square bun at more than 350 restaurants in 11 states. Krystal’s Atlanta-based Restaurant Support Center, serves a team of 6,000 employees. For more information, visit www.Krystal.com or http://www.facebook.com/Krystal or follow the brand on Twitter and Instagram @Krystal.
For more than half a century, the Jim Henson name has been synonymous with the creation of expressive and enduring characters. Innovation has been a hallmark ever since a teenage Jim Henson made the pioneering leap from the traditional hard materials of theater puppetry to the flexibility of fabric and foam, transforming the art form for the new medium of television. Today, the skilled and dedicated team at Jim Henson’s Creature Shop continues to follow its founders’ lead with groundbreaking innovation, evolving with the effects industry by implementing practical puppet and animatronic techniques, embracing the potential of digital effects, and digital technologies that make it a leader in the field of character creation and performance.
Bright Red \ TBWA is a Tallahassee, Florida based integrated marketing communications firm that serves as the Southeast outpost office of the TBWA Global Network of Agencies. The agency is a unit of Omnicom Group, the world’s largest advertising agency holding company. Bright Red provides a highly integrated balance of marketing communications disciplines fueled by Disruption, and delivered through advertising, public relations, digital, experiential and social media channels. The agency employees more than 140 communications professionals, and has capitalized billings of $145 million annually. For more information, contact Curtis Zimmerman, Bright Red\TBWA, www.brightredtbwa.com.