Carl’s Jr. - The Prime Rib Venture

How do you get burger lovers excited about a pricey prime rib sandwich in the middle of a recession?
You launch a suspicious-sounding beef-based investment scheme.
And then you run out of places in the scheme.

Shorty Award (Promotion)
Adweek Experiential Award (Best Product Launch)
Campaign US BIG Award (Retail/Fashion)

But did it work?
Yes.