Carl’s Jr. and Hardee’s are ditching advertisements featuring scantily-clad women.
Adweek reported that the new campaign will focus more on the quality of the food at the chain.
“They’ve never really gotten credit for their quality, and we want that message to land with consumers,” Jason Norcross, executive creative director and partner at 72andSunny, the agency behind the new ads, told Adweek. “We want to reclaim their bona fides.”
The new ads will reportedly feature a fictional Carl Hardee Sr. and includes a component on YouTube where he will push aside the company’s old ads.
“While the ‘bikinis and burgers’ approach did a lot to make eating fast-food burger seem sexy–which was a tall order–we needed an advertising vehicle that could allow us to tell our very compelling, but more rational, food quality story in an entertaining way,” Brad Haley, chief marketing officer of Carl’s Jr. parent company CKE Restaurants Holding Inc. told Fast Company. “The creative brief was to find a way to more directly and consistently communicate the food quality story that we have, but for which we weren’t getting credit.”
Andy Puzder, the company’s former CEO who was President Donald Trump’s pick to run the Labor Department before withdrawing his name in February, had praised the company’s provocative ads in the past.
“I like our ads. I like beautiful women eating burgers in bikinis. I think it’s very American,” Puzder told Entrepreneur last year. “I used to hear, brands take on the personality of the CEO. And I rarely thought that was true, but I think this one, in this case, it kind of did take on my personality.”
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