Meat Industry INSIGHTS Newsletter

980425 Hardee's To `Go All Out' With New Advertising Campaign

April 20, 1998

Rocky Mount, NC - Hardee's launches a new advertising campaign this week urging fast food lovers to "go all out" when deciding where to eat. The restaurant chain will promote its signature Frisco(TM) Burger and fresh Made From Scratch(TM) Biscuits in several television and radio commercials. The commercials were created by Angotti, Thomas, Hedge, Inc. (New York City), which was awarded the Hardee's account last February.

"In a world where one of the few choices we can make is how to satisfy our hunger, we want people to know the choice is Hardee's," said Robert W. Wisely, executive vice president of marketing for CKE Restaurants, Inc. (NYSE: CKR - news), which acquired Hardee's Food Systems, Inc. last July. "Hardee's prides itself on rich, satisfying food, and this campaign speaks to our strength as a brand in a very entertaining and memorable way," he said.

Angotti, Thomas, Hedge uses humor to deliver its "Go All Out" message. In one storyline, a man is seen relaxing in his backyard. Water drips on him. Annoyed, he gets up from his chair. Again, water drips on him. The next scene reveals a playful St. Bernard, as big as a house, hovering over his owner. The announcer says: "If you're gonna get a dog, GET A DOG. If you're gonna have a burger, HAVE A BURGER." The announcer goes on to describe the rich, satisfying attributes of the Hardee's Frisco(TM) Burger with its buttery, grilled sourdough bread, large beef patty, Swiss and bacon. The spot ends with the tagline: "IF YOU'RE GONNA GO, GO ALL OUT(TM)."

Howard Sherman, managing director of Angotti, Thomas, Hedge, said he's excited about the campaign, which was designed not only to promote products, but to build the Hardee's brand.

"We believe our campaign will give consumers a way to think about Hardee's that will make a positive difference each and every day as they think about where to stop for satisfying food."

Hardee's Food Systems, Inc., a North Carolina corporation with its headquarters in Rocky Mount, NC, is a wholly owned subsidiary of CKE Restaurants, Inc., a Delaware corporation based in Anaheim, Calif. CKE Restaurants, Inc. is publicly traded on the New York Stock Exchange as CKR. Hardee's owns and operates a system of approximately 3,100 company and franchised quick-service restaurants in 39 states in the US and 11 other countries.

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