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Culver's spices up summer with 3-Pepper Chipotle sandwiches
June 17, 2010
Culver's is heating up summer with two new sandwiches: 3-Pepper Chipotle ButterBurger and 3-Pepper Chipotle Chicken Sandwich. The 3-Pepper Chipotle ButterBurger features two beef patties, two slices of pepper jack cheese, sliced jalapenos, habanero queso and chipotle mayo. The 3-Pepper Chipotle Chicken Sandwich features of a fried chicken patty, one slice of pepper jack cheese, sliced jalapenos, habanero queso and chipotle mayo.
The new sandwiches are supported by a new marketing campaign, designed by integrated brand development and marketing firm Hiebing. The new campaign, the 3-Pepper Serenade, revolves around Culver's guests' unexpected experience of being serenaded by a mariachi band singing about the new 3-Pepper Chipotle ButterBurger and 3-Pepper Chipotle Chicken Sandwich as the guests enjoy these new menu offerings.
The ad also features Culver's CEO and co-founder Craig Culver to further strengthen guest connection to the brand. Hiebing's first campaign for Culver's featuring Craig Culver helped generate the best Lenten season Culver's has seen as a company in four years and lifted systemwide same-store sales across the board.
Television and radio ads for the campaign are currently airing in 18 states.
In addition to the commercials, the campaign includes multiple touchpoints, including the Culver's website, a radio ad, coupons, e-mail and social media efforts via the company's Facebook and Twitter presence.
"Our new campaign entices the senses of our guests by highlighting the bold, layered flavors of the new 3-Pepper Chipotle menu offerings," said Culver's vice president of marketing David Stidham in a news release. The 3-Pepper Serenade commercial is posted on Culver's Facebook page.
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