"Hardee's is part of the townscapes and local communities of the South," said Medium 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, Medium 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&S 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.
Medium also designed and built a web site and online advertising campaign that includes videos that have been featured on local radio stations, 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 Medium 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."
Medium, 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, Medium digitally modified a photograph of White House advisor Karl Rove to show him carrying a folder emblazoned with the Coptix logo, generating hundreds of thousands of website visitors.
