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Thursday, April 28, 2011

Hardee's Sings a New Anthem with the Same Message in New Ads

Posted By on Thu, Apr 28, 2011 at 3:00 PM

  • Hardee's/Carl's Jr.

Brace yourself - Hardee's is getting hardcore with their new ad campaign.

No, they're not going to air XXX girl-on-girl ads. Because that's only a slight change. Instead, they're offering a new campaign titled, "Anthem", featuring the tag line, "Just the way it is".

In a press release the company explains:

"At Carl's Jr. and Hardee's, we believe in offering only the highest-quality, most satisfying food and we believe in supporting our food with advertising that says something about who we are," said Andy Puzder, CEO of Carl's Jr. and Hardee's. "The new campaign, called 'Anthem,' is a stake in the ground that reinforces our voice and identity. It is not a reinvention of the brands; instead, it is an evolution that refines the core of what we believe."


"[Ad agency] David & Goliath did an excellent job creating a campaign that communicates the core of what we are all about: big, indulgent burgers with no apologies and no B.S.," said Brad Haley, executive vice president of marketing for Carl's Jr. and Hardee's. "The ads speak to the straight-shooting mindset of our core audience of young, hungry guys who don't want to feel manipulated or pandered to with advertising. The campaign focuses on basic truths about our food and our attitude."

We've already seen the first ad in the campaign, featuring Miss Turkey in a turkey burger-print bikini.

What else can we expect? This.

Well, at least they're ... honest? Were they lying to us in these past commercials?

Like when they convinced Jorge Garcia that roast beef sandwich and biscuits would make him a track star?

Or when they made us believe they brought in real international gourmands who advised them to put pizza sauce on their burgers?

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