Hardee’s is adding a new item to its delicious line of Made From Scratch biscuits – Biscuit Holes. Rolled in cinnamon and sugar and served with icing for dipping, Biscuit Holes are now available at all participating restaurants. And, after struggling for months to come up with an appropriate name, Hardee’s is asking customers to names its holes with a multi-platform, customer-interactive promotional campaign.
While developing Biscuit Holes, the menu development team at Hardee’s knew they had a winner when they deep-fried balls of biscuit dough, rolled in cinnamon-sugar and dipped them in icing, but they were stumped when it came to what to call them. The internal marketing debate over the name led to many colorful suggestions, which sparked the idea for the product’s advertising campaign.
The introduction of Biscuit Holes will be supported by a multimedia, integrated platform including advertising, online, mobile and social media. Key among them is a new microsite called www.NameOurHoles.com.
The new commercials were produced by Mendelsohn|Zien Advertising LA and can be viewed at the new Hardee’s YouTube brand channel and Facebook page. Some feature a man-on-the-street survey format in which people were asked what they would call the new Biscuit Holes. After hearing such suggestions as “B-Holes” and “Heavenly Balls” and seeing how much fun people were having with the task, the microsite was developed to let everyone try to ”name our holes.”
Beyond social media, Hardee’s will also launch a comprehensive synergistic mobile campaign complete with a mobile site developed by iLoop Mobile, ads running across the unparallel Jumptap premium mobile ad network and performance marketplace, and ad effectiveness study by InsightExpress.
Customers with Internet access on their cell phones will be able to submit their Biscuit Holes name through a mobile optimized site of NameOurHoles.com. Mobile fans can also see product information and photos, watch the Biscuit Holes commercials through streaming video, share the site and even send personalized Hardee’s mobile greeting cards to friends.