Back to burgers: Carl's Jr. ditches bikini-clad ads

Carl's Jr. new packaging
The restaurant's new
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01 April, 2017

The chains are famous for advertisements featuring models and celebrities like Paris Hilton, Kate Upton and Emily Ratajkowski munching on burgers while scantily clad.

It appears as if Carl's Jr and Hardee's are going back to their roots and focusing on what actually matters-the food.

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. A new tagline has been revealed: "Pioneers of the great American burger". Their posters showed women with voluptuous cleavage, glistening skin, and wearing scant clothing as they chowed down on their signature burgers. "I'm sorry that they feel that way, but we saved the company with those ads, we saved a lot of jobs", Puzder, the former CEO of Carl's Jr. and Hardees, told FOX Business, earlier this month.

In a new ad (watch it in full below) the fictional Carl Hardee Sr. arrives in the headquarters of Carl's Jr.to remove his son, responsible for the risque ads of the restaurant's past, from the helm of the company.

In a 2015 interview with Entrepreneur, Puzder explained his thinking behind the ads of old: "I like our ads". Now the focus is on what CKE Restaurants, the parent company, says matters most: food.

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In the age of feminism, more and more companies have moved away from ads which rely on sex appeal.

The company still has its eye on its prized "hungry young guy" demographic, but upscale changes are coming.

"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, which created the campaign, told AdWeek. "We target hungry guys, and we get young kids that want to be young hungry guys".

Carl's Jr. and Hardee's are ready to go back to food, not boobs. "Some of the product attributes got lost because people were too busy ogling girls", Norcross said.


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