Hardee's comes up with new strategy to combat King/Hootie BK ads...

shaneo69 · 05-13-2005, 02:35 PM

Paris Hilton will star in new Hardee's promotion
By Mary Jo Feldstein
Of the Post-Dispatch
05/13/2005

Paris Hilton’s hot for Hardee’s.

The infamous heiress will star in a television commercial for the burger chain’s new Spicy BBQ Thickburger.

Hardee’s is known for using risqué ads to drawn in their core customer — the young, hungry male. Its Western Bacon Thickburger ad showed a woman seductively riding a mechanical bull.In Hilton’s 30-second spot, she’s shown eating the BBQ burger while washing a Bentley in her swimsuit. The ad plays off Hilton’s catch phrase, “That’s hot.” Adweek magazine labeled it “too hot for TV.”

“Paris was chosen to star in the ad because she is an intriguing cultural icon and the ‘it girl’ of the moment,” Brad Haley, Hardee’s executive vice president of marketing said in a statement. “The message is very simple: Paris, the situation and the (burger) are hot.”Advertisement

Haley said the ad feels more like music video than a typical television commercial. It was created by the same agency that produced the mechanical bull ad, Mendelsohn-Zien.

The new burger and the ads will premiere around St. Louis in mid-June. Hardee’s will launch a redesigned Web site showcasing the Hilton ad as well as behind-the-scenes footage and interviews. The site will also show a racier version of the ad that will not be shown on television.

A preview of the ad will appear on Entertainment Tonight on Tuesday.

The burgers are already available at Hardee’s sister restaurant Carl’s Jr. Hilton’s ad will begin airing in the Western United States, where Carl Jr.’s are located, on Thursday.

This is not Hilton’s first brush with fast food. She temporarily worked for Burger King as part of her television show “The Simple Life: 3 Interns.”

Hardee’s has been criticized for its more provocative advertisements. But the company’s revenues climbed 11 percent last year and it was profitable for the first time since 1999.

05-13-2005, 02:35 PM	Topic Starter
shaneo69 Smug Weasel Join Date: Jul 2003 Location: Bleachers at Busch Casino cash: $10004900	Hardee's comes up with new strategy to combat King/Hootie BK ads... Paris Hilton will star in new Hardee's promotion By Mary Jo Feldstein Of the Post-Dispatch 05/13/2005 Paris Hilton’s hot for Hardee’s. The infamous heiress will star in a television commercial for the burger chain’s new Spicy BBQ Thickburger. Hardee’s is known for using risqué ads to drawn in their core customer — the young, hungry male. Its Western Bacon Thickburger ad showed a woman seductively riding a mechanical bull.In Hilton’s 30-second spot, she’s shown eating the BBQ burger while washing a Bentley in her swimsuit. The ad plays off Hilton’s catch phrase, “That’s hot.” Adweek magazine labeled it “too hot for TV.” “Paris was chosen to star in the ad because she is an intriguing cultural icon and the ‘it girl’ of the moment,” Brad Haley, Hardee’s executive vice president of marketing said in a statement. “The message is very simple: Paris, the situation and the (burger) are hot.”Advertisement Haley said the ad feels more like music video than a typical television commercial. It was created by the same agency that produced the mechanical bull ad, Mendelsohn-Zien. The new burger and the ads will premiere around St. Louis in mid-June. Hardee’s will launch a redesigned Web site showcasing the Hilton ad as well as behind-the-scenes footage and interviews. The site will also show a racier version of the ad that will not be shown on television. A preview of the ad will appear on Entertainment Tonight on Tuesday. The burgers are already available at Hardee’s sister restaurant Carl’s Jr. Hilton’s ad will begin airing in the Western United States, where Carl Jr.’s are located, on Thursday. This is not Hilton’s first brush with fast food. She temporarily worked for Burger King as part of her television show “The Simple Life: 3 Interns.” Hardee’s has been criticized for its more provocative advertisements. But the company’s revenues climbed 11 percent last year and it was profitable for the first time since 1999.
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