In 2017, Carl’s Jr. and sibling QSR Hardee’s stunned the “young, hungry guys” they’d been wooing for years when the brands dropped ads featuring scantily clad supermodels in favor of pitching food quality. 

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Now, the lads are getting another shock: a new campaign from Carl’s Jr. that not only promotes plant-based charbroiled burgers… but features yoga on the beach. 

The chain announced last month that it had partnered with plant-based protein innovator Beyond Meat to offer the Beyond Famous Star burger — a flexitarian take on its most popular menu item, the Famous Star beef burger. 

On Sunday, it debuted its first TV ad for the plant-based burgers, with a buy in the Los Angeles market during the Super Bowl. 

For those who fear that Carl’s Jr. might lose its sense of humor as it tries to attract a broader customer base, the good news is that the new ad — for the Beyond Famous Star with Cheese — acknowledges the humor in a burger chain offering such a trendy item, while still promoting its tastiness. 

The 30-second ad (below), from the Arnold agency, takes place during a yoga class on chichi Malibu beach, but the pretentiousness is countered by its narrator: a grizzled dude who looks left over from California Gold Rush days, who out-yogas the toned practitioners around him. 

The ad will be airing in all of Carl’s Jr.’s markets in the weeks ahead.

Read more at Media Post: https://www.mediapost.com/publications/article/331498/carls-jr-goes-new-age-to-push-plant-based-burger.html