Hardee's(R) Follows Up Paris Hilton Ad With Offbeat Milkshake Commercial

New TV Spot Features a Guy, a Cow, and Top Hit Single by Sean Paul, 'Get Busy'

Jun 27, 2005, 01:00 ET from Hardee's

    ST. LOUIS, June 27 /PRNewswire/ -- As the already-famous Paris
 Hilton/Spicy BBQ Thickburger(TM) TV commercial begins airing in Hardee's(R)
 markets today, another Hardee's ad will make its debut for the chain's new
 Hand-Scooped Ice Cream Shakes & Malts(TM). The new commercial is yet another
 example of the brand's efforts to connect with its target audience of 18-34-
 year-old males through its advertising.
     The ad, titled "Cow Shake," features a young guy pushing against a large
 Holstein cow in rhythm to the music of the hit single, "Get Busy," by Jamaican
 reggae star Sean Paul. As Paul sings "shake that thing," the young man
 attempts to move the rigid black-and-white bovine, whose udder vibrates back
 and forth with the music. The pay-off line is "Milk  ...  Shakes."
     "This ad is definitely quirky but that was the idea," said Brad Haley,
 executive vice president of marketing for Hardee's. "Sean Paul is very popular
 with our target of 'young, hungry guys,' who make up our most loyal customers.
 The ad is funny in a wacky way, the music is a great dance club song, and we
 think the combination is a memorable way to show that our new Hand-Scooped Ice
 Cream Shakes & Malts are made with real milk, real ice cream, and blended to
     In late 2002, Sean Paul released "Get Busy," which rose to the number one
 position on the U.S. Top 10 hit list in May 2003. The source album, "Dutty
 Rock," reached the Top 10, with sales of more than one million. Recently, Paul
 appeared on hit singles with Blu Cantrell ("Breathe") and Beyonce Knowles
 ("Baby Boy").
     "We are doing everything we can to make sure that our ads speak
 effectively to our burger-loving, milkshake-drinking young guys, since we
 think Hardee's now has the best burgers and shakes in the business," said
 Haley. "There's no doubt that Paris Hilton's ad for our Spicy BBQ
 Thickburger(TM) successfully communicated its intended message, 'That's hot.'
 This new ad, in a similarly arresting way, gets across the quality of our new
 Hand-Scooped Ice Cream Shakes & Malts, which are head-and-shoulders above
 anything being served by any major fast-food chain today."
     The ad was created by the Los Angeles advertising agency for Hardee's and
 Carl's Jr.(R), Mendelsohn|Zien. The agency is the developer of many popular
 iconic ads for both chains, including the Carl's Jr. "If it doesn't get all
 over the place, it doesn't belong in your face" campaign from the mid-90's and
 the more recent "Mechanical Bull" ad for Hardee's Western Bacon
     The Paris Hilton commercial created such a stir that a number of companies
 and individuals have developed parodies of the ad. Videos of some of the
 spoofs have been posted on the company's "www.spicyparis.com" web site.
     The suggested retail price for Hardee's Hand-Scooped Ice Cream Shakes &
 Malts is $2.49, although prices may vary at franchised locations.
     Hardee's Food Systems, Inc. is a wholly owned subsidiary of CKE
 Restaurants, Inc. (NYSE:   CKR) of Carpinteria, Calif.  As of the fiscal year
 ended January 31, 2005, CKE Restaurants, Inc., through its subsidiaries, had a
 total of 3,166 franchised or company-owned restaurants in 44 states and in 11
 countries, including 1,014 Carl's Jr. restaurants, 2,034 Hardee's restaurants
 and 101 La Salsa Fresh Mexican Grill(R) restaurants.  For more information, or
 to find a Hardee's near you, go to http://www.ckr.com or
 http://www.hardees.com .
     Contact:  Jeff Mochal          Bob Rybarczyk
               Hardee's             Weber Shandwick
               (314) 259-6277       (314) 552-6731
               jmochal@ckr.com      brybarczyk@webershandwick.com

SOURCE Hardee's