Hardee’s, Carl’s Jr. Affirm Their Belief in Burgers

Filed under Advertising, Marketing, QSR Burgers

to CKE Restaurants for not giving up on burgers when everyone else is turning chicken, so to speak. New 30- and 60-second Hardee’s/Carl’s Jr. commercials proclaim “We believe in burgers.” What kind? “Big, fat, juicy, running down your arm kind of burgers.” Now we’re talking.

Taglined “Just the way it is,” the commercials are the work of agency David&Goliath, which took on the business late last year. A long-form, making-of video also is available on the chains’ YouTube sites.

Of course, Hardee’s/Carl’s Jr. believe in celebs as well as burgers. “We believe in putting hot models in our commercials because ugly ones don’t sell burgers,” the ad explains with brutal but comic honesty. And hey, isn’t that NBA legend Kareem Abdul-Jabbar with cute-but-I-have-no-idea-who-you-are actress Olivia Munn on those jet skis? And then there’s a giant burger on wheels firing food from an air canon. CKE is back!

CKE CEO Andy Puzder, who has kept a fairly low profile since the company agreed to be acquired by Apollo Management a year ago, shows up at the close. Let’s hope Hardee’s and Carl’s Jr. have their swagger back. The business needs them and their commitment to burgers.

3 Responses to Hardee’s, Carl’s Jr. Affirm Their Belief in Burgers

  1. Elsie

    “We believe in putting hot models in our commercials. Because ugly ones don’t sell burgers.” Apparently ugly CEOs do sell burgers! Did you see CEO Andrew Puzder wolfing down a burger at the end of the commercial? Nice one, Puz!

  2. Concerned Grandma

    I believe this has to be the most insulting TV ad ever! With low-self-esteem and obesity in the US (especially in young peoople) is at an all time high, I can’t believe you would actually put yourselves in a position to add to the problem! You should be ashamed of yourselves! There is enough negative in this world, why would you choose to add to the epidemic?

  3. great, laugh-out-loud spot! but i find it ironic cke would run this on the heels of their turkey burger launch — which is it? do they believe in burgers or do they only believe in making funny commercials and jumping on trendy bandwagons like turkey burgers?!! — denise lee yohn

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