Our campaign began with a video announcement from the desk of Carl's Jr. and Hardee's CEO. The CEO addressed McDonald's customers, letting them know that they could go to Carl's Jr. and Hardee's to get the Angus beef that McDonald's was depriving them of. The CEO directed viewers to a microsite, ReclaimYourAngus.com, where they could download a coupon for a bigger, better, Carl's Jr. Black Angus beef burger that costs less than what they used to pay at McDonald's. To make sure the most devastated McAngus fans got the memo, The CEO personally video-responded to their angry tweets, in real-time.

In just 3 days, the Reclaim Your Angus campaign earned Carl's Jr. and Hardee's more than 19 million Twitter impressions, over 102 million earned media impressions, and saw a record-breaking 300% rise in coupon redemptions for Six Dollar Thickburgers with Black Angus beef. Nearly 200 individual McDonald’s fans received personal tweets from Carl’s Jr. and Hardee’s.