A New Strategy Takes Over Carl’s Jr.

This burger joint is known for its provocative ads with women in bikinis but, they have now renovated its brand and are testing out a new way to sell its products.

Carl’s Jr and Hardees burger chains have made a smooth transition with a commercial that contains its brand’s first spokesperson, Carl Hardee Sr. The character is portrayed as a suave, old-fashioned kind of gentlemen that has no time for nonsense. His approach into selling the products is to focus on “food, not boobs.”

The commercial started out with his son, Carl Jr., being in charge of the business. Then Hardee Sr. saunters into the picture with the determination to revamp the image of the company.

While doing so, he takes the audience through a series of flashbacks that explain the history of the chain and kicking his son’s desired image of the company to the curb.

That being said, Carl’s Jr and Hardees burgers chains will steer away from controversial-risqué identity in its commercials that has been used by them for the past 15 years. Instead, the new campaign hopes to embrace the message of the quality of their food with their consumers.

Executive Creative Director Jason Norcross said that It was time to evolve from the “made-you-look” tactics.

“Some of the product attributes got lost because people were too busy ogling girls” Norcross said.

The agency that helped this transition was 72 andSunny. They created the character to introduce the change in tone that the burger chains will now present itself to the public. 72 andSunny not only changed the persona of the chains, but also the logo, uniforms, menu and packaging.

The target audience is still the same crowd as before – young, hungry guys.

Norcross also mentioned that the brand wants to be considered as a lower-price alternative to its competitors in the “hot better-burger” genre like Shake Shake and The Habit.

They plan to keep Hardee Sr. as the face of the brand for the rest of the year along with their new tagline, “Pioneers of the great American burger.”