Hardee’s launches Gold Star Wraptor across six Gulf markets.
New limited-time Wraptor combines Gold Star Sauce, hand-breaded chicken and Gen Z-focused “Drip Different” campaign.
Dubai(Web Desk):: Hardee’s has launched its new Gold Star Wraptor, a limited-time addition to its Wraptor range, across the UAE, Saudi Arabia, Kuwait, Qatar, Oman and Bahrain.
The new offering features Hardee’s signature Gold Star Sauce, a sweet and smoky recipe developed to create a distinctive flavour profile. The sauce is combined with hand-breaded chicken, melted cheddar, fresh lettuce and a grilled tortilla.
The launch builds on the original Wraptor, which was introduced three years ago as a quality-focused value offering. With the Gold Star Wraptor, Hardee’s is highlighting its approach to value by combining accessibility with product quality, flavour and appeal.
The campaign introduces the creative theme “Drip Different”, aimed particularly at Gen Z consumers. Rather than focusing solely on price, the campaign gives the product a more expressive personality and positions the new Wraptor as an option for consumers seeking a distinctive experience.
“We wanted to show that value does not have to mean compromise. With Gold Star Wraptor, we are showing that an accessible offering can still look, feel and genuinely taste high quality,” said Fahim Hemchaoui, Regional Marketing Director at Hardee’s Middle East.
He said the “Drip Different” campaign was designed to communicate the brand’s value proposition in a way that resonates with younger consumers, adding that Hardee’s ambition with the Wraptor range is to strengthen its presence in the wrap category.
Görkem Akyavuz, Senior Regional Marketing Manager at Hardee’s Middle East, said the Gold Star Sauce is at the centre of the new product.
“Gold Star Sauce is really what makes this product stand out. It is the heart of the Wraptor and gives us something genuinely distinctive to bring to consumers,” Akyavuz said.
He added that early sales and customer feedback had been positive, with the combination of product, value and creative communication attracting consumer interest.
The Gold Star Wraptor is available for a limited time across participating Hardee’s outlets in the six Gulf markets, as the brand continues to expand its Wraptor range with new flavours and product experiences.
