Krystal® Launches New Ad Campaign, Slogan: 'Krystal. Stupid Good.'

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Apr 09, 2015, 04:01 ET

ATLANTA, April 9, 2015 /PRNewswire/ -- The Krystal Company^®, famous in the South for its iconic square burgers, has launched a new advertising campaign and new tagline designed to introduce the brand to new millennial consumers. The new slogan "Krystal®. Stupid Good™", leverages the social media vernacular which generally means that something is so good that it's stupid (1)—hence "stupid good". The campaign was led by The Krystal Company's new Advertising Agency of Record, 22squared. "Stupid Good" is the brand's first foray towards reconnecting with younger consumers.

The "Jump" commercial is the first in a series of 'Stupid Good' spots that The Krystal Company will be airing in support of the new campaign.

"'Stupid Good' celebrates our food that's surprisingly awesome," said Jason Abelkop, Chief Marketing Officer for The Krystal Company. "'Stupid Good' embraces experiences like a late night trip to Krystal, a customer-generated viral video, or those who seek adventure in their lives. It represents a culture of defying expectations. The campaign is designed to connect with consumers in the same way that they interact with the brand – as a complement to the fun they experience in their lives."

The campaign launched with the current advertising spot, called "Jump", which pays homage to the culture that inspired 'Stupid Good' and features a backyard stunt gone wrong. 'Stupid Good' is also being activated across radio, digital and social media. The commercials can also be viewed on the brand's YouTube channel at https://www.youtube.com/user/krystalloverslounge.

The 82-year-old hamburger chain, headquartered in Atlanta, is the oldest quick service restaurant chain in the South. Krystal, historically seen as a legacy brand by many in the South, seeks to reach a younger age group through the edginess and off-kilter humor of the 'Stupid Good' campaign. Main features of the initiative include highlighting the brand's new and signature "craveable" products, value pricing and late-night drive-thru availabilities.

In addition to the irreverent ad campaign, Abelkop said the spirit of the campaign will come alive in product offerings and promotions.

For more information about the 'Stupid Good' campaign, visit www.krystal.com.

About The Krystal Company^®
Founded in Chattanooga, Tennessee, in 1932, The Krystal Company^® is the oldest quick service restaurant chain in the South. More than 80 years later, its hamburgers are still served fresh, hot off the grill on the iconic square bun at more than 350 restaurants in 11 states. Krystal's Atlanta-based Restaurant Support Center, serves a team of 6,000 employees. For more information, visit www.Krystal.com or www.facebook.com/Krystal or follow the brand on Twitter and Instagram @Krystal.

(1) Source: urbandictionary.com

Photo - http://photos.prnewswire.com/prnh/20150409/197666

SOURCE The Krystal Company