Carl’s Jr. Advertisements Ready for Another Look

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Those sexy Carl’s Jr. ads may be getting tweaked, but the edgy tone is not going away.

CKE Restaurants, the Carpinteria-based parent company of fast-food chains Carl’s Jr. and Hardee’s, has named a new ad agency, El Segundo-based David&Goliath. Brad Haley, executive vice president of marketing at CKE, said in a statement that while David&Goliath proposed a new way of selling Carl’s Jr. and Hardee’s fare, “they retained the edginess and risk-taking that we have become famous for over the years.”

CKE’s previous agency, West L.A.-based Mendelsohn Zien Advertising, developed the brand’s over-the-top style for TV commercials using sexy women, brawny men and close-ups of juicy burgers. The ads often featured celebrities such as Kim Kardashian, Paris Hilton and Audrina Patridge.

In 2009, CKE Chief Executive Andrew Puzder told the Business Journal that the sexy ads were a good strategy for reaching 18- to 34-year-old males, the company’s target consumer.

“I am OK with a beautiful American girl in a gold bikini on a beach in Santa Monica eating a hamburger,” Puzder said, referring to the Audrina Patridge ad. “What could be more American than that?”

David&Goliath’s approach to the account is under wraps until the first ads break later this spring. Venice-based digital agency 72andSunny will continue to handle online advertising. Media buying will remain under the supervision of Interpublic Group’s Initiative. Total media spending for both brands is approximately $100 million.

“This is a huge win for us,” David Angelo, chief creative officer, said in a statement. “At David&Goliath we love to take on Goliath-sized challenges, and no industry is more of a challenge than the quick-service restaurant category.”

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