Rocky Mount, NC - Football fans in 10 markets across the country will get their first look at a new star this Sunday. But he won't be on the gridiron. “The Star” makes his debut during the Super Bowl as Hardee's spokesperson in a new advertising campaign being launched in the following markets: St. Louis (Mo), Atlanta (Ga), Champaign (IL), Greensboro (NC), Beckley/Bluefield (WV), Charleston/Huntington (WV), Clarksburg (WV), Peoria (IL), Tri-Cities (VA and TN) and Quincy (IL).
“The Star puts a new, contemporary face on Hardee's,” said Robert Wisely, executive vice president of marketing for CKE Restaurants, Inc., parent company of Hardee's. “He is a visual icon representing a new Hardee's focused on better quality and serving our guests a new signature line of bigger, juicier, better- tasting burgers. We believe this new campaign will attract more young adults into our restaurants at lunch and dinner, and, at the same time, appeal to our loyal Hardee's customers, who, for years, have enjoyed our quality, Made From Scratch(TM) Biscuit breakfast.”
The campaign was developed by The Leap Partnership, Chicago, Hardee's national agency of record, and introduces us to “The Star.” This spokesperson with attitude vies for attention with the real star of the commercials, which is Hardee's food.
Hardee's adapted the star logo from its sister company on the West Coast, Carl's Jr. Earlier this month, Hardee's announced that it planned to reposition its brand and all of its restaurants to the “Star Hardee's” concept within the next three years. Star Hardee's marks a return for the chain to its heritage of charbroiled hamburgers. It also involves the introduction of new charbroiled chicken sandwiches, the continuation of Hardee's favorites such as Made From Scratch(TM) Biscuits and freshly sliced roast beef, the added value of all-you- can-drink beverage bars and table service, and a brighter, remodeled restaurant, both inside and out.
“The beauty of the Star spokesperson is that he is our agent of change and will communicate the improvements going on in all of our restaurants as they evolve to Star Hardee's,” said Wisely.
Hardee's plans to introduce the campaign systemwide later this year.
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 3,000 company and franchised quick-service restaurants in 34 states in the US and 11 other countries.
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