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Krystal unveils new Southern-themed branding campaign

October 2, 2013

Krystal has launched a new, fully integrated, music-driven marketing campaign called "Let's Krystal."

"We've turned 'Krystal' into an action verb. Whether we're talking to moms and dads, lunch-timers, late-nighters or tailgaters, 'Let's Krystal' isn't just about satisfying your hunger for food. It's all about the unique Southern goodness that's at the heart of the Krystal experience. It's about craveable, shareable food that's meant to be enjoyed with family and friends — turning everyday meals into memories," said Tom Peterson, chief marketing officer.

The campaign includes TV, radio spots and outdoor advertising, as well as new restaurant signage, digital displays and video ads. It also covers social media, newspaper inserts, and online and mobile promotions.

It was developed by Krystal's new creative agency, MARC USA.

"Let's Krystal" features a new jingle, as well, with the lyrics: "Let's bust open boxes/pass out some squares/fill the whole table/And dance on the chairs ... Let's build a giraffe/Wear a Krystal toupee/beat down my cravin'/And not overpay."

CEO Doug Pendergast said the company is committed to "real Southern hospitality" and making store crews ambassadors of the new campaign.

"You'll be seeing them in new T-shirts proudly proclaiming 'Let's Krystal'. I bet you'll find them singing our jingle lyrics and even making up their own versions," he said.

Since Krystal was sold to a private equity firm last year, the chain has committed to rebranding efforts and an expansion plan.

"We're investing in all elements of the brand and have aggressive goals. We expect to open 150 new stores in the next four years. Just as important, we're working to be in the top three QSR brands in customer satisfaction and the top 100 places to work. If we can do this, then our customers, team members, vendors and franchise partners will win," Pendergast said.

Check out the new "Let's Krystal" commercial:

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