It starts off with the fictional founder Carl Hardee Sr.'s son, Carl Hardee Jr., fooling around with VR glasses with one of the models. A new tagline has been revealed: "Pioneers of the great American burger".
CKE Restaurants, the California-based parent company of Carl's and Hardee's, was until earlier this month led by Andrew Puzder, President Donald Trump's original nominee to lead the Labor Department. Still, in an interview with USA Today, Puzder framed this new campaign as part of an effort to focus "more directly and convincingly" on the quality and taste of the restaurants' food, not just a changing of the guard.
"You and I certainly may like the ads we've been running", Puzder, 66, told Stuart Varney on Fox Business on Thursday. While Carl's Jr. and Hardee's ads certainly drummed up publicity for the brands, Norcross said they weren't exactly driving business anymore - not even among long-time customers, who tend to be "young, hungry guys".
At the end of the spot, Carl Hardee Sr. gets into an American classic vehicle with his son.
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