CLIENT
Hardee's Food Systems
Andy Puzder, Pres./CEO
Brad Haley, EVP- Mktg.
AGENCY
Mendelsohn Zien Advertising *Lead Agency
Gary Rothlein, Dir. of Brand Analysis
Perrin Lam, Creative Dir.
Richard Zien, Pres.
Jordin Mendelsohn, Executive Creative Dir.
Suzanne Ebner, Account Group Dir.
Connie Miller, Account Dir.
SUMMARY
Hardee's had been experiencing sales declines over several years. With failed new product introductions, on-going heavy discounting and a broad lunch dinner menu the brand was in serious decay and considered the most avoided fats food restaurant ( Attitude & Usage Study, 2001). The answer came from a product never before seen in the fast food world, Thickburgers. The biggest challenge then became getting consumers to believe that Hardee's could sell a premium burger. Campaign goals were outlined as: (1) Increase sales, (2) regain consumer confidence in the brand, (3) Attract core heavy Fast Food Users (HFFU), Males 16-34, (4) Gain credibility as the "Best Burger Place." (5) All of these goals were met with exceptional results.
