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 Hardee's Commissions Coptix & Big Boom Town to Launch Integrated Regional Advertising Campaign.
Beginning in May of 2007, a regional marketing campaign will launch for American restaurant chain Hardee's under the theme, "My Town, My Hardee's." Focusing on Hardees' popularity in small towns in the region, the campaign integrates web, print and viral marketing developed collaboratively by Big Boom Town Advertising and Chattanooga integrated design firm Coptix Inc.
"Hardee's is part of the townscapes and local communities of the South," said Coptix Executive Vice President Josiah Roe. "From their biscuit breakfast sandwiches to the events they sponsor, Hardee's deserves local advertising that reflects not only the Southern roots of its founding, but the people who know and love its food."
For the design and development of the campaign, Coptix worked closely with Big Boom Town - which handles advertising for Hardee's in the Tennessee Valley - and built upon demographic research undertaken by Cleveland, Tennessee based J Restaurants Inc., a franchisee of Hardee's Food Systems, Inc.. The firms collaboratively named and developed the multi-faceted campaign, which includes brand positioning, print ads, and radio placement.
Big Boom Town and Coptix also designed and built a web site and online advertising campaign that includes videos that have been featured on local radio station news web sites, customer surveys, photo galleries of Hardee's-sponsored events , and online games that customers can play daily to win biscuits and burgers. The web component was developed to be search engine friendly and oriented toward maximum exposure for the restaurants.
“We chose to work with Coptix because from the very first meeting I knew I was talking to people who not only understood the Hardee’s brand, but were loyal customers as well,” said Dale Forrester, president of Big Boom Town. “They immediately understood the direction we were wanting to take to further communicate with our customer base. We are truly excited about growing the campaign to reflect our pride and involvement in the Tennessee Valley.”
Coptix, which built its customer base upon technology and web services, has extended its services in recent months and garnered national media attention through a feature on CBS Sunday Morning, which profiled its redesign of the Chattanooga Times Free Press website. In an April Fool's weekend web marketing experiment, Coptix digitally modified a photograph of White House advisor Karl Rove to show him carrying a folder emblazoned with the Coptix logo, bringing hundreds of thousands of visitors to coptix.com. About Coptix
Coptix Inc. is a full service provider of design and web services, creating meaningful and proven results through a holistic development approach in branding, graphic design, internet marketing, e-commerce, and software development. Coptix has partnered with companies large and small, including Olan Mills, Unum, Rock Creek Outfitters, Chattem, redbox, Hardee's, Stray Dog Designs, Thinking Media, The Chattanooga Times Free Press, Waterhouse Public Relations, Coker Tire, The Arts Education Council, Widgets Stone, Zumfoot, Clumpies Ice Cream, St. John's Restaurant, MoJo Burrito, and Diversified Companies. Contact:
JOSIAH Q. ROE
EXECUTIVE VICE-PRESIDENT, COPTIX
423 822.6850
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