CARL'S JR.
CRA
VIN
GS
"The program is currently attracting between 13,000 and 14,000 tourists a month… In 2024, this number of visitors increased to 108,429 tourists; 128,289 in 2023 and it is estimated that 2024 will close with 150 thousand visitors with ‘Stop Over’, with an economic impact of around 206 million dollars, representing approximately 8% of the total number of tourists visiting Panama"
Pedro Heilbron
Copa Airlines, CEO
From stop to
destination
In the first half of 2025, nearly 95,000 passengers used the Stopover program, delivering an 18.5% increase compared to the previous year; plus surpassing industry benchmarks for video engagement. But the real win was how it changed the way people saw Panama, instead of just passing through, travelers began seeing it as a place to explore, and turned a stopover into the start of an adventure.
95,500
PASSENGERS H1 2025
18.5%
GROWTH YEAR OVER YEAR
Beyond the burger shot
To succeed, content had to be more than glossy food photography—it needed to capture Carl’s Jr.’s larger-than-life personality while flexing to different cultural tastes. Franchisees required a toolkit that was both premium and practical, empowering them to keep the brand flame alive in ways that felt authentic in their own markets.
The taste that connects us all
The program gave Carl’s Jr. a globally unified yet locally adaptable presence. Franchisees gained confidence with ready-to-use premium assets, while audiences engaged with a consistent brand voice that made every bite look crave-worthy. Spanning 26 markets and generating more than 200 content pieces each year, the program translated brand essence into social-first storytelling, keeping Carl’s Jr. 's reputation for indulgence alive wherever the star shined.
Carl’s Jr. needed a scalable content system that could unify its bold, indulgent brand voice across international markets—without losing the cultural nuance that makes content resonate locally. The challenge was balancing global consistency with local appetite, ensuring the brand felt just as crave-worthy in Mexico City as it did in Melbourne.
WORK
SOCIAL CONTENT
CLIENT
CARL'S JR.
Feeding cravings at scale
We built a universal content program that delivered a quarterly stream of appetite-inducing assets. Each piece was designed for global reach but adaptable for local flavor, with imagery, copy, and formats ready for market-by-market transcreation. Influencer partnerships and platform-optimized creative amplified reach, turning social feeds into irresistible showcases of indulgence.
