Carl’s Jr. and Hardee’s are splitting up. Kind of. Call it a mutual breakup without any animosity.

CKE Restaurants, the parent company of the two quick-service brands, announced February 19 that it will give the restaurants their respective shots at solo careers. The operator launched a media campaign as well designed to carve out separate and distinct identities for Carl’s Jr. and Hardees.

To do so, CKE picked agency Havas Chicago to promote digital, social, TV, radio, and OLV content. First up: Carl’s Jr.

“Carl’s Jr. has been, and always will be a brand that’s impossible to ignore,” said Jeff Jenkins, chief marketing officer, CKE Restaurant, Inc., in a statement. “We are excited to partner with Havas, whose reputation for breakthrough creative aligns perfectly with our vision for these two brands moving forward, to put our great tasting food at the forefront of the business.”

Labeled “Call of Carl’s,” the campaign will feature the voice of actor Matthew McConaughey. Carl’s Jr. will try to spread a “crave culture,” around the chain’s iconic Western Bacon Cheeseburger.

“For now, Carl’s Jr. has uncovered the existence of three distinct types of cravings: Craving what the body wants, craving what the body needs, and a third craving that’s a hybrid. This third, known as “associative craving,” occurs when we yearn for food that has a rich, meaningful connection to a personal experience,” CKE said in a release. 

Fast Food, Story, Carl's Jr., Hardee's