Case Study: Hardee's achieves 2x brand awareness lift and +14-point purchase intent among 18–20s with Snapchat

Hardee’s Uses Snapchat to Help Modernize its Brand Image

Hardee’s partnered with Snapchat to modernize its brand image and emotionally connect with younger consumers while reinforcing the equity of its core beef and chicken burgers under the "GO ALL IN" positioning. To support this shift, the brand tied into the Godzilla vs. Kong release to emphasize unapologetically large, indulgent burgers and reach a more engaged, youthful audience.

Snapchat and Initiative ran a dual-format campaign using an interactive Lens (letting users choose a Godzilla or King Kong burger) plus commercials. The Lens drove 15M+ impressions with an average playtime of 15s (35s in Qatar, 24s in UAE); commercials delivered 2.9M+ impressions with a $0.005 eCPV and 90% VTR. The campaign produced roughly a 6-point lift in brand awareness (about 2× the MENA norm) and a +14-point lift in purchase intent among 18–20 year olds.

Hardee’s

Anupama Jangid

Lead Digital & Media