Carl’s Jr. celebrates International Burger Day with a nationwide ‘Flavour U-Turn’

When International Burger Day rolled around on May 28, Carl’s Jr. decided everyone deserved to celebrate with a Carl’s Jr. burger in hand.

Taking its challenger mindset to the streets, the fast-food chain encouraged burger lovers across New Zealand to make a ‘Flavour U-Turn’ and rethink where they were getting lunch.

Developed by TBWA\New Zealand and Eleven PR, the activation saw Carl’s Jr. deploy teams across Auckland, Hamilton, Rotorua, Palmerston North and Hastings, intercepting burger decision-making moments with the proposition: swap your usual lunch choice for a free Famous Star burger from Carl’s Jr.

Impossible to ignore

Positioned near some of the country’s busiest burger precincts and drive-thrus, the activity proved a hit with consumers, contributing to double-digit sales growth compared to International Burger Day 2025.

Aimee Peterken, New Zealand brand director at Carl’s Jr., says International Burger Day presented the perfect opportunity for the brand to lean into its challenger mindset.

“International Burger Day is one of the biggest moments on our calendar, so we wanted to do something that felt impossible to ignore.

“At Carl’s Jr., we believe everyone deserves a ‘real’ burger, and there is no better day than International Burger Day to give New Zealanders the opportunity to experience one for themselves.

“‘Flavour U-Turn’ gave us a fun, bold way to get in front of burger lovers at exactly the right moment and invite them to make the switch. The response far exceeded expectations and showed just how many people were willing to take us up on the offer and convert to Carl’s Jr. burgers,” Peterken adds.

Show up physically

Catherine Harris, TBWA\New Zealand Group chief executive officer, says the best ideas often come from identifying a cultural moment and finding a simple way for a brand to participate in it.

“International Burger Day is one of the few occasions where the entire category is competing for attention at the same time.

“‘Flavour U-Turn’ gave Carl’s Jr. a way to show up physically in that moment rather than simply advertising around it. It was simple, highly visible and true to the playful un-subtle attitude that’s always been part of the brand.”

While the core activation ran on International Burger Day, it was extended through the King’s Birthday long weekend via a digital coupon posted on Carl’s Jr’s socials.

Credits

• Client: Carl’s Jr.
• Creative: TBWA\New Zealand
• PR & activation: Eleven PR
• Imagery: Sonna Studios