The recent ads for Carl’s Jr new turkey burger line caught my eye the other day when I noticed the popular mens magazine “Men’s Health” was featured on all the new print, television and in-store ads. I am an avid read of Mens Health so this brand association quickly caught my eye.

This is an interesting brand association given that the fast food restaurant Carl’s Jr. has never toted health conciseness as there primary brand message…I believe their brand motto is “If it doesn’t get all over the place, it doesn’t belong in your face” not exactly they health first message that Men’s Health magazine portrays.

You would think that this would be a conflicting brand message but the campaign doe’s bring a certain brand synergy by utilizing Men’s Health “eat this, not that” association of books. By associating with a recognizable line of books Carl’s Jr. has positioned their turkey burgers as a true “healthy” alternative to their regular menu items.

This campaign works because Carl’s has always tried to position themes selfs as a mans fast food restaurant featuring bikini clad Paris Hilton and other guy-centric images in their ads. So Mens Health provides a perfect association it is a masculine magazine that focuses on helping men live healthier more fulfilling lives while maintaing a strong masculine appeal.

The two brands match up nicely saying you can still have a manly yet “healthy” burger when you choose a Carl’s Jr turkey burger.

It will be interesting to see if this camping is a success that generates a synergistic cross over between loyalist of both brands.

I feel like with fledgeling magazine readership we will see more magazines attempt to leverage their brand image and readership in this kind of way.