Carl's Jr. ditches bikini-clad ads

Carl's Jr. nixes sleaze to put focus back on food in rebrand campaign out of 72andSunny
Carl's Jr. And Hardee's Shelve Ads Featuring Women In Bikinis

01 April, 2017

Their new message, according to a new commercial: "Food, not boobs".

In the commercial, Hardee Sr. tears down posters of models in the company's executive offices and repos his son's sports vehicle while preaching the values of all-natural beef and pioneering customer service.

Hardee's Introduce "No Antibiotics Ever" ChickenUSAgNet - 03/30/2017Carl's Jr. and Hardee's, the sister quick service restaurant chains, added to its all-natural arsenal with the introduction of the all-natural, charbroiled chicken fillet with no antibiotics ever. "We got the attention of this demographic, young hungry guys, which was what our marketing and research department advised us to do". But in a new ad campaign launched today, the company has announced its time to grow up: Sexy models are out, replaced with a focus on the brand being the "Pioneers of Great American Burger". "I like attractive women eating burgers in bikinis".

Carl's Jr. may be more well-known for their over-the-top ads featuring scantily clad women posing suggestively with burgers than they are for their actual food.

In a 2015 interview with Entrepreneur, Puzder explained his thinking behind the ads of old: "I like our ads".

"It looks cleaner and more contemporary", said Brad Haley, chief marketing officer for CKE Restaurants Holdings.

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However, it's not clear whether the company will change its ingredients or recipes.

Sandler cited Burger King's move away the "the King" to its food as one industry example where a company realized it had to pivot its messaging (however flashy) to stop losing marketshare.

The focus on food quality, rather than quantity or over-the-top offerings, is also something new for the CKE chains as they face increasing competition from premium burger burger joints like Shake Shack and Five Guys. We want to reclaim their bona fides.

It was time for the company to evolve, said Norcross, whose company has been making ads for Carl's Jr. and Hardee's for eight years. "Some of the product attributes got lost because people were too busy ogling girls".

AdWeek notes the name Carl Hardee is an amalgam of the company's founders Carl Karcher and Wilbur Hardee.

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