72andSunny not only conceptualized the ‘Thickburger El Diablo’ burger but also developed the ingredients list, named it, and designed packaging, along with its traditional marketing duties.
The burger includes jalapeño poppers, pepper-jack cheese, habanero sauce, and sliced jalapeños.
Glenn Cole, 72andSunny’s chief creative officer, told the Wall Street Journal: “We don’t look at our job as being an ad agency or marketing agency. We see our job as being an accelerator of business.”
He added that the agency has been invited to product development meetings with Carl’s Jr. and Hardee’s before but that this is the first time a product idea was brought to life for the chains.