Carl’s Jr., Hardee’s Ads Move Away from Bikini-Wearing Women
By Lauren Stacy • March 31, 2017
Carl’s Jr.’s new campaign launched earlier this week, kicking off a major brand overhaul for the fast-food chain. In the spots, Carl Hardee Sr.—a no-nonsense kind of guy who doesn’t care much for provocative ads featuring bikini-clad women—returns to take back control from Carl Jr. He aims to put the focus on “food, not boobs,” with a new marketing strategy. Ad agency 72andSunny has created the Hardee character with the goal of changing the conversation around the burger chain, which broke ground with industry firsts like made-from-scratch biscuits and grass-fed beef.