Carl's Jr. Tries Advertising Burgers With Actual Burgers

The chains are famous for advertisements featuring models and celebrities like Paris Hilton, Kate Upton and Emily Ratajkowski munching on burgers while scantily clad.

Or, as it's put in their new ad: "Food, not boobs".

Carl's axing those racy hamburger commercials.

CKE operates and franchises 3,800 restaurants under the Carl's Jr., Hardee's, Green Burrito and Red Burrito brands in 44 states and 41 countries and USA territories.

The brands' new tagline is "the great American burger" and instead focuses instead on quality and innovation in fast-food burgers. "I like handsome women eating burgers in bikinis".

To make sure that consumers are aware of this shift, Carl's Jr. and Hardee's rolled out a new campaign featuring Carl Hardee Sr. - a fictional character meant to show that there is a new boss in town who will get the company back on track.

"You and I certainly may like the ads we've been running", Puzder, 66, told Stuart Varney on Fox Business on Thursday.

The chain is also remodeling its yellow star logo, which will see the removal of the happy face in the middle, with the red and white lettering switched to black.

The company still has its eye on its prized "hungry young guy" demographic, but upscale changes are coming.

"It looks cleaner and more contemporary", said Brad Haley, chief marketing officer for CKE Restaurants Holdings.

A post shared by Carl's Jr.

In the age of feminism, more and more companies have moved away from ads which rely on sex appeal. Over the past several years, the restaurants have become the first major QSR chains to introduce an all-natural, grass-fed beef burger with no added hormones, antibiotics, or steroids; as well as the industry's first All-Natural Charbroiled Turkey Burger.

"It was time to evolve", Jason Norcross, executive creative director and partner at 72andSunny, told AdWeek. We want to reclaim their bona fides.

"Pioneering a new way of food, daring food, cutting out corners food for you", as Carl Hardee Sr. says in the ad.

"Some of the product attributes got lost because people were too busy ogling girls", he said.

  • Wendy Palmer