With the goal of elevating brand awareness and promoting their new BLT Ranch line, TRS partnered Hardees with Atlanta Braves Pitcher Will Smith to tap into the rapidly growing Atlanta market.

Through static posts and stories, the wave of Instagram activation leveraged Will’s social following to highlight both the BLT Ranch Chicken Sandwich and the BLT Ranch Angus Thickburger, the two newly introduced focal points of the Hardees menu.