011041 Hardee's Selects Advertising Partner

St. Louis, MO - Hardee's Food Systems, Inc. announced that it has awarded its national creative advertising account to Mendelsohn|Zien. The Los Angeles- based agency, which also handles advertising for Carl's Jr. restaurants, will be responsible for national creative duties for the two brands' estimated $80 million advertising account.

“Mendelsohn|Zien has consistently delivered business building concepts for the Carl's Jr. chain,” said Brad Haley, Hardee's executive vice president of marketing. “Most recently, the agency's campaign for the Six Dollar Burger was a great success for Carl's Jr. and also performed well in test markets for Hardee's. This provided the opportunity to consolidate the accounts and create certain efficiencies while maintaining unique advertising campaigns for each brand.”

Mendelsohn|Zien was founded in 1984 by Richard Zien, Jordin Mendelsohn and Ron Reiter. With a philosophy of dedication to client service and strategic insight, Mendelsohn|Zien boasts a successful track record with its clients which include BMW North America/Western Region, Dole Packaged Foods, the Los Angeles Avengers arena football team and Leiner Health Products.

“No one has been able to unlock the door of advertising success at Hardee's in many years,” said Richard Zien, managing partner with Mendelsohn|Zien. “Inconsistent advertising strategies have resulted in a variety of messages which may have served to confuse Hardee's customer base. Based on our ongoing success with Carl's Jr., we were asked to assist with the Hardee's brand.” Mendelsohn|Zien has worked on Carl's Jr.'s business since 1995, including the development of the brand's successful “If It Doesn't Get All Over the Place, It Doesn't Belong in Your Face” campaign.

Media buying duties for the Hardee's brand will continue to be primarily handled by the company's regional agencies: Jordan Associates of Oklahoma City, Lewis Advertising of Rocky Mount, N.C., and Adamson of St. Louis. Placements for Carl's Jr. will remain with Initiative Media Worldwide.

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