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FANS OF HARDEES LITTLE THICKBURGERS VOLUNTEER NEW CREATIVE FOR POPULAR ADVERTISING CAMPAIGN

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                FANS OF HARDEE’S LITTLE THICKBURGERS VOLUNTEER NEW
                POPULAR ADVERTISING CAMPAIGN
                With No Big Cash Prizes, Online “Ad Generator” Draws Many User-Created Sub
                Air

                02.26.2009 – ST. LOUIS, Mo. – February 25, 2009 – Close to 30,000 fans thought
                they could write clever new commercials for the Hardee’s® highly popular Little          Twitter Pitc
                Thickburger advertising campaign…and they were right. The restaurant chain               Hardee's fans
                                                                                                         popular advert
                unveils 16 new user-created television spots in markets throughout the Midwest and
                Southeast today.
                                                                                                         News Facts
                                                                                                           Original Littl
                Little Thickburgers were introduced in September 2008 after Hardee’s developed             introduced i
                reduced-sized versions of its original 1/3-lb Thickburgers in a smaller ¼-lb package.      Ad Generat
                The Little Thickburgers needed an ad campaign that would illustrate the point that         fans to crea
                they are still thick and still big on taste, albeit in a smaller size.                     the funny co
                                                                                                           Hardee's ex
                                                                                                           created com
                The task fell to Mendelsohn|Zien, masterminds behind many iconic Hardee’s ads
                                                                                                           16 for broad
                including the memorable Paris Hilton commercial, “That’s Hot,” from 2005 and the
                “Fake Restaurant” campaign from spring 2008. The resulting commercials                   Resource Li
                illustrated the size difference between the classic 1/3 Thickburgers and the new 1-4-    www.harde
                lb Little Thickburgers in various humorous ways. In one ad, The Original Thickburger     http://www.harde

                is described as “Badonkadonk” while the Little Thickburger earns the “Badinkadink”       Hardee's Yo

                title.                                                                                   http://www.youtu

                                                                                                         Mendelzohn

                The commercials proved to be such a hit with viewers that the chain created a Little
                                                                                                         Tags
                Thickburger online “Ad Generator” at www.hardees.com so they could create                Hardee's Litt
                versions of their own. The application allows users to put their copywriting skills to   Commercial
                the test by creating the descriptive words that appear above each respective burger      Created cam
                in the ads. In addition to allowing users to share their creation with friends, the
                budding creative directors could submit their ads to Hardee’s to be considered for
                upcoming ads.


                With no big cash prize or other inducement to participate, close to 30,000 entries
                have been submitted to date. The quality of the ads far exceeded expectations. So
                much so that 16 original user-designed commercials made the cut instead 1 or 2 as
                was the original plan. The chain even plans to run the credited ads in the markets
                from which they were submitted, so the creators can earn maximum street cred for
                their ideas.


                “We have a reputation for edgy and humorous advertising and the Little Thickburger
                campaign was a great example of that approach,” said Brad Haley, EVP of Marketing
                for Hardee’s. “When the campaign started to produce a lot of fan mail from viewers,
                we wanted to let people have more fun with it so we created the online ‘Ad
                Generator’ app, so people could create ads of their own.”


                The television commercials will begin airing in Hardee’s markets today. To view the
complete user-created Little Thickburger ad campaign, visit the Hardee’s YouTube
channel. Hardee’s will also be posting versions of the ads online that were too hot
for primetime in the near future




About Hardee’s
Celebrating more than 48 years in the quick-service industry, Hardee’s Food
Systems is a wholly owned subsidiary of CKE Restaurants, Inc. (NYSE: CKR) of
Carpinteria, Calif. As of the third fiscal quarter ended November 3, 2008, CKE
Restaurants, Inc., through its subsidiaries, had a total of 3,110 franchised or
company-operated restaurants in 42 states and in 14 countries, including 1,185
Carl’s Jr. restaurants and 1,912 Hardee’s restaurants. For more information, or to
find a Hardee’s near you, go to www.ckr.com or www.hardees.com.


###


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                                                                                     6
About Hardee's
About Hardee's
Celebrating more than 45 years in the quick-service industry, Hardee’s Food
Systems is a wholly owned subsidiary of CKE Restaurants, Inc. (NYSE: CKR) of
Carpinteria, Calif. As of the fourth fiscal quarter ended January 26, 2009, CKE
Restaurants, Inc., through its subsidiaries, had a total of 3,116 franchised or
company-operated restaurants in 42 states and in 14 countries, including 1,195
Carl’s Jr. restaurants and 1,908 Hardee’s restaurants. For more information, or to
find a Hardee's near you, go to www.ckr.com or www.hardees.com.


Contacting Hardee's
Hardee's
100 N. Broadway
Suite 1200
St. Louis, MO 63102-2706
800/711-4274
Website: http://www.hardees.com
Twitter: http://www.twitter.com/hardees
Facebook: http://www.facebook.com/pages/Hardees-Home-of-the-
Thickburger/31769674454

Press Contact
Jenna Petroff
Office: 314/259-6277
Cell: 314/640-8489
Email: jpetroff@ckr.com
LinkedIn: http://www.linkedin.com/in/jennapetroff

Interview Request
Jenna Petroff
Office: 314/259-6277
Cell: 314/640-8489
Email: jpetroff@ckr.com

Product Sample Request
Jenna Petroff
Office: 314/259-6277
Cell: 314/640-8489
Email: jpetroff@ckr.com




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posted:6/12/2009
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