Dubai-based ‿ and us has been selected as the creative agency of record for Hardee’s in the Middle East and North Africa.
‿ and us Dubai will handle all aspects of Hardee’s creative communications including strategic planning, marketing communications, design and branding.
The announcement marks ‿ and us’ second big win of 2020, after snagging Bahraini Telecom's giant Batelco earlier this year.
Hussein Kandil, Regional Marketing Director – Hardee's MENA, said: “For almost four decades Hardee’s has thrived in this region. Its values of quality, generosity and inclusiveness have defined a generation. In partnership with ‿ and us, we have found great chemistry with a creative partner that understands how to drive these values forward, and to preserve the spirit of what people love about our brand while reinvigorating its essence for a new generation of burger lovers.”
Fadi Yaish, founder and Chief Creative Officer of ‿ and us, said, “The first burger I ever ate was a Hardees burger. For me and for many other people of my generation Hardees still evokes a sense of unfiltered joy and happiness. Our creative pitch to Hardees aimed to capture that “lightning in a bottle” feeling with work that that taps into what makes young people tick. In Hardees, we’ve found an enthusiastic partner that’s hungry for good work and brimming with incredible potential. We look forward to doing work that’s loud, brave and impossible to ignore. To do anything less with a client of this caliber would be a disservice.”
