With the creative team at Tukaiz Marketing, conceptualized and executed a wide range of in-store print and digital messaging for QSR brands Carl's Jr., Hardee's, and Burger King.
Carl’s Jr & Hardee’s JURassic World Digital Menu Board and Pop-Up Concepting
Jurassic World: Dominion imagined a world where dinosaurs are an invasive species that have become a very real and terrifying part of everyday life. The in-store promotions and digital menuboards sought to put the customer in the thrill-ride world of the movie by giving the feeling a hungry dinosaur may come out of anywhere…
DINOPROOFING POP-UP EXPERIENCE
“DOING OUR PART TO KEEP YOU SAFE!”
CONCEPT: In Jurassic Park Dominion, humans are forced to confront dinosaurs at random in their day-to-day lives. The idea is to put the customer inside this exciting “new normal” from the film from the minute they walk through the front door.
And if this indeed is the “new normal,” Hardee’s / Carl’s Jr would of course be doing their part to make sure that every patron’s visit is safe and dinosaur-free in a very tongue-in-cheek corporate safety messaging way.
DIGITAL MENU ALERTS:
One panel on the digital menu board switches to instructional slides…
FRONT DOOR WINDOW CLING:
Dinosaur Monitored for your safety!
SIGNAGE BY CASHIERS:
“______ Days Since Last Dinosaur Incident”
INTERIOR WINDOW CLING:
A see-through/tinted film over the windows. In the bottom corner - “DINO NO-MOTION ONE-WAY GLASS INSTALLED FOR YOUR SAFETY AND COMFORT – * “Yes, their vision is based on movement, but you can move as much as you like! You can see them, but they can’t see you!”
DINOSAUR SUGGESTION BOX BY CASHIERS:
“How are we doing!” Rate your feeling of dinosaur safety between 1 and 5…
1 - you feel the least safe
5 – you feel the most safe
CARDBOARD PROPS:
“Dino Security Cams” pointed out windows.
CARDBOARD BOX ATTACHED TO WALL BY CASHIERS: “DINOSAUR DEFENSE KIT”
Looks like a “break in case or emergency” box behind cashiers.
EMPLOYEE “IN MEMORIAM” WALL:
“Employee of the month” wall of employees we lost to dinosaur attacks on the job. “Their sacrifice kept our customers safe and allowed us to eat burgers and fries. Never forget.”
Burger King - “Burger Boss” Promotional Mailer
Burger King franchisees wanted to establish a friendly, mutually beneficial relationship with their neighboring local businesses. The result was the Burger Boss program and a special package mailer was used to get the word out…
Hey you!
We know you spend most of your day thinking “when is all my hard work going to get me some recognition and validation from a global burger brand that I’m not employed by?” Well, today’s the day!
But seriously, you’re crushing it when it comes to taking care of business and all that hunger-generating effort deserves a hunger-satisfying reward. That’s why we’re making you Burger Boss where you work. In this box you’ll find one savings voucher for each of your coworkers so you can be the happy messenger who spreads some flame-grilled love. AND as a special thank-you for helping pass out the good times, you’ll also find your personalized, bona fide, nice-enough-to-frame Burger Boss certificate that’s good for one free meal of your choice!
Congratulations, thanks again, and we’re super excited to see you and your fellow employees soon!
Sincerely,
The Burger King (yes, it’s really me) and Your Friends at BK
Carl’s Jr - Gold Digger Brand Positioning Statement
Carl’s Jr. chefs had whipped up a new spin on the brand’s hand-breaded chicken sandwich by adding tangy Carolina Gold Sauce to the mix. They were confident that folks would love to “dig into” the new recipe…so the temporary “Gold Digger Chicken Sandwich” name stuck. They liked the ring of the name, but wanted to steer clear of old-timey gold prospecting imagery or calculated romance-for-profit relationships. With a little inspiration taken from the classy and independent actresses of Hollywood’s golden age, a positioning statement focusing on glamour and empowerment was developed to inform and guide all future messaging and designs…
Gold digging. It’s all about treating yourself and living large on your own terms. The new, premium Gold Digger Hand-Breaded Chicken Sandwich is a high-end helping of glitz and glam covered in a shimmering, decadent coating of deluxe Carolina Gold sauce tailor-made for luxury lovers. So why not have a posh nosh? You’re sooo worth it.
Bronzeville Academy Mailer
Taking a break from burgers, worked with the Tukaiz team to create marketing materials to boost enrollment for community charter school Bronzeville Academy…
Community-Led Education
Chicago’s Bronzeville community’s historic legacy and continued cultural impact have made its name synonymous with passion, innovation, heart, and soul. Bronzeville Academy Charter School fully embodies its neighborhood’s attributes to distinguish itself as a vanguard in K-8 education excellence.
Working within a well-rounded, rigorous, and engaging STEAM curriculum (Science, Technology, Engineering, Art, Mathematics), students cultivate invaluable problem-solving skills, expand their critical thinking, and nurture and express their creativity. Its devoted teachers and staff are deeply committed to helping their students become enlightened scholars and engaged citizens that are not only prepared navigate the world but explore new and exciting ways to change it for the better.
