We spoke with Scott Sutton, media director at CKE Restaurants, at a recent marketing conference. A new judge at The Drum Awards Festival, he shared his perspective on what’s working in quick-service marketing, the role of influencers, and the creative strategies driving two iconic burger brands.
Sutton doesn’t talk about fast food like someone flipping burgers—he approaches it like a data scientist with a sense of humor and a nod to the realities of late-night indulgence.
As media director for Carl’s Jr and Hardee’s, he previously managed a unified marketing strategy for both brands. “We marketed them together for efficiency,” he says. “But the brands’ personalities started to blur.”
The solution? Give each brand its own voice.
“Splitting them created challenges,” Sutton admits. “Carl’s Jr focuses on the west, Hardee’s on the east. National campaigns are fewer, so we have to get more creative with our approach.”
That creativity is paying dividends. Sutton served as a judge at The awards festival and also saw his team’s Carl’s Jr campaign with influencer Alex Earl earn a nomination. (He wasn’t involved in judging his own brand’s work.)
The Hangover Burger That Made Waves
The campaign cleverly leveraged influencer marketing without the cost of a Super Bowl ad. “We marketed around the Super Bowl but didn’t buy a spot,” Sutton explains. “Everyone thought we did, but we didn’t.”
Instead, Carl’s Jr gave away a “Hangover Burger” the day after the game, tapping into the insight that the day after the Super Bowl is when people call in sick the most.
“It was cheeky, cost-effective, and got massive attention,” he says. “It proves that strong content in the right context can beat big-budget media every time.”
Influencers, Regional Strategy, and Agility
The Alex Earl campaign also highlighted the power of smart influencer partnerships. “You need both great content and the right placement,” Sutton notes. “One without the other doesn’t deliver the same impact.”
Regional preferences shape CKE’s media approach. “Hardee’s dominates with biscuits in the south, Carl’s Jr resonates more on the west coast. That’s why separating the brands made sense.”
Coming from a consumer packaged goods background, Sutton thrives on the speed of quick-service marketing. “Campaigns move fast here. We see results in days and can pivot immediately.”
He cites a summer campaign with influencer The Rizzler as an example. “A small social clip went viral, so we immediately integrated it into our CTV buys. When something works, lean into it.”
Data, Loyalty, and Retail Media
Data drives CKE’s strategy. “First-party data, credit card data, foot traffic—it’s all critical,” Sutton says. Transparency in its use is key.
The CKE app plays a central role in loyalty, offering points and rewards. “Our goal is to maximize first-party data,” he explains. “It also sets the stage for retail media, which is definitely on our radar.”
Judging Creativity While Living It
As a judge at the awards festival, Sutton has a front-row view of global creativity. “The best campaigns all share one trait: a great idea rooted in a simple human truth,” he says.
And for his own nomination? Sutton keeps it lighthearted. “It’s an honor. And if we win, we might need to make a few more Hangover Burgers!”
