Gamers Will Likely Dig This Special Meal From Call of Duty and Carl's Jr./Hardee's

Campaign Is First Fast Food Integration for Videogame, Biggest Promotional Tie-In for Restaurant

By Ann-Christine Diaz. Published on Oct 27, 2015

Editor's Pick

Activision's Call of Duty and Carls Jr./Hardee's have teamed up on a special meal that gamers will likely chow down on -- the "Ultimate Care Package."

Created out of agency 72andSunny's Brand Partnership incubator, the new combo is themed around the upcoming Call of Duty: Black Ops III and is inspired by a care package that actually drops within the game. 72andSunny already works as creative agency for Activision and Carl's Jr. separately.

The "Ultimate Care Package" offering includes the restaurant's Tex Mex Bacon Thickburger, large fries and drink as well as a peel-and-win contest that offers prizes such as a "Take Out" personalization pack, which gives videogamers actual in-game camo for their weapons that boasts a ketchup, mustard and extra pickles pattern. 72andSunny, CKE Restaurants, Activision and COD developer Treyarch collaborated on the design.

To promote the tie-up, which happens to be Call of Duty's first in-game integration with a fast food client and Carl's/Hardees' biggest promotional tie-in, there's also a blockbuster spot that seems pulled directly from the COD world. Directed by Wayne McClammy of Hungry Man, it's filled with all the sorts of high-octane thrills the videogame has come to be known for in its ads. But it also stars Carl's Jr. and Hardee's spokeshottie Charlotte McKinney, who turns out to be quite the hero -- she even performed her own stunts for the spot.

The campaign also brings CKE Restaurants into Activision Blizzard's ongoing Stars for Heroes and Call of Duty Endowment programs, which support veterans and their families. All profits from Ultimate Care Package sales will go directly to CODE, which helps veterans find post-service jobs.

The Ultimate Care Package is available at Carl's and Hardee's now. Call of Duty: Black Ops III hits shelves on Nov. 6.

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Oct 27, 2015
Carl's Jr.
Wayne McClammy
Production Company:
Hungry Man
Chief Executive Officer:
Andy Puzder
Chief Marketing Officer:
Brad Haley
SVP, Product Development:
Bruce Frazer
Director of Advertising:
Brandon LaChance
VP, Media Merchandising:
Steve Lemley
Director, Product Marketing & Merchandising:
Christie Cooney
Product Marketing Manager:
Allison Pocino
Public Relations Specialist:
Claire Eastburn
Public Relations Team:
Coast PR
Jeanne Hoffa
Kate Franklin
Chief Creative Officer:
Glenn Cole
Group Creative Director:
Mick DiMaria
Group Creative Director:
Justin Hooper
Creative Director, Designer:
Tim Wettstein
Creative Director, Writer:
Mark Maziarz
Sr. Designer:
Gabo Curielcha
Sr. Writer:
Chad Goodnoe
Group Strategy Director:
Matt Johnson
Strategy Director:
Kasia Molenda
Eddie Moraga
Group Brand Director:
Alexis Coller
Sr. Brand Manager:
Michal David
Brand Manager:
Ali Arnold
Brand Coordinator:
Joshua Noa
Director of Film Production:
Sam Baerwald
Executive Film Producer:
Molly Mcfarland
Jr. Film Producer:
Kira Linton
Film Production Coordinator:
Taylor Stockwell
Business Affairs Director:
Amy Jacobsen
Business Affairs Manager:
Jennifer Jahinian
Business Affairs Coordinator:
Taylor Henriquez
Communications Manager:
Nicole Ryan
Communications Coordinator:
Chanel Lake
Production Company:
Hungry Man Productions
Wayne McClammy
Managing Partner/Executive Producer:
Kevin Byrne
Executive Producer/ Director of Sales:
Dan Duffy
Executive Producer:
Mino Jarioura
Executive Producer:
Nancy Hacoher
Laurie Boccaccio
Production Supervisor:
Adriana Cebada Mora
Editorial Company:
Cut + Run
Jay Nelson
Assistant Editor:
Connie Chuang
Executive Producer:
Carr Schilling
Annabelle Dunbar-Whittaker
2D Lead:
Benji Davidson
Creative Director:
Paul O'Shea
VFX Supervisor:
Zach Tucker
Lead Animator:
Stew Burris
Ian Wilson
Lead VFX Artist:
Charles Trippe
Lighting Lead:
Tim Kaftka
Texturing Lead:
Brian Broussard
Modeling Lead:
Aaron Hamman
Executive Producer:
Elexis Stearn
VFX Producer:
Whitney Gearin
VFX Coordinator:
Valentina Cokonis
Beach House
Mike Pethel
Executive Producer:
Denise Brown
Music & Sound Design:
Robot Repair
Kael Alden
Sound Designer:
Doug Darnell
On Music And Sound
Chris Winston

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