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Krystal shuns the ho-hum in new marketing strategy

The Krystal Company's latest marketing campaign is called "shun the ho-hum."

March 31, 2016

The Krystal Company is known for its unique square hamburgers so it's little surprise that its latest marketing campaign is called "shun the ho-hum."

The new strategy, inspired by the belief that 'different is good,' uses clever humor and wit and features iconic commercials featuring favorite menu ideas.

"Krystal has always embraced being different," said Jason Abelkop, CMO, in an announcement. "From our signature small square burgers, to offering unique menu items like Pups and breakfast with fresh-cracked eggs, to inventive flavors for our milkshakes with real ice cream, to our exciting limited-time only menu offerings throughout the year… we really enjoy marching to our own drum."

The campaign features playful puppet versions of the classic Krystal, Krystal chik, Krystal fries, and country-fried Krystal. The latter is a new limited-time only menu addition.

"Each character was created to be easy to relate to, while remaining authentic to the brand," explained Jason Hatfield, client success officer at the agency that developed the campaign, Bright Red\TWBA.

"These guys are fun, with a bit of attitude and they simply enjoy being themselves and doing their own thing. That's at the heart of the Krystal brand experience."