Hardee's(R) Launches Sequel to Popular 'Cow Shake' Ad to Promote New Shakes and Malts Made with M&M's(R) Milk Chocolate Candies

New TV Spot, Titled 'Cow Shake Off,' Features Dueling Guys, Cows, and Hit

Single 'Milkshake' by Kelis

Jul 17, 2006, 01:00 ET from Hardee's

    ST. LOUIS, July 17 /PRNewswire/ -- Cow shaking is back at Hardee's(R)!
 In a follow-up to last year's highly successful and popular "Cow Shake" ad
 for the chain's launch of Hand-Scooped Ice Cream Shakes & Malts(TM),
 Hardee's has re-enlisted the services of actor and "cow shaker
 extraordinaire" Kyle Dunnigan, this time pairing him off against a rival
 cow shaker to the hit tune "Milkshake" by Kelis. The sequel, titled "Cow
 Shake Off," supports the launch of Hardee's newest Hand-Scooped Ice Cream
 Shakes & Malts flavor made with M&M's(R) Milk Chocolate Candies.
     (Photo: http://www.newscom.com/cgi-bin/prnh/20060717/NYM043 )
     "Last year when we introduced our Hand-Scooped Ice Cream Shakes and
 Malts with the original 'Cow Shake' ad, it was so popular and drew such an
 overwhelming response from consumers that we knew we had to create a
 sequel," said Brad Haley, executive vice president of marketing for
 Hardee's. "In fact, when we started to get fan mail for the human star of
 the ad -- and his cow, Freedom -- we knew we were on to something well
 beyond what we experience with one of our typical ads. So, we doubled the
 fun for the sequel with two 'cow shakers,' and, of course, Kelis' hit song
 'Milkshake,' provided the perfect soundtrack for the ad."
     The new Hand-Scooped Ice Cream Shake made with M&M's Milk Chocolate
 Candies are the chain's latest featured flavor. The new shake features
 real, hand-scooped vanilla ice cream and real milk, blended to order with
 M&M's milk chocolate candies pieces and topped with whipped cream. A scoop
 of malt powder can be added for a great malt taste. The suggested retail
 price is $2.99, although prices may vary at franchised locations.
     "We believe our hand-scooped shakes and malts made with real ice cream
 and real milk are the best in the fast-food world, so we always strive to
 find great ingredients that can make them even better," Haley said. "M&M's
 milk chocolate candies absolutely fit the bill, and this new shake is
 another ideal compliment to our Angus beef Thickburgers."
     The new "Cow Shake Off" ad was created by Mendelsohn|Zien, Hardee's and
 sister chain, Carl's Jr.(R), Los Angeles-based advertising agency. The
 agency is the developer of many popular and 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 "Spicy
 Paris" ad starring Paris Hilton which aired in both Hardee's and Carl's Jr.
     Hardee's Food Systems, Inc. is a wholly owned subsidiary of CKE
 Restaurants, Inc. (NYSE:   CKR) of Carpinteria, Calif. As of the first fiscal
 quarter ended May 22, 2006, CKE Restaurants, Inc., through its
 subsidiaries, had a total of 3,141 franchised or company-owned restaurants
 in 43 states and in 13 countries, including 1,062 Carl's Jr.(R)
 restaurants, 1,963 Hardee's restaurants and 100 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 .
     * Photos of the new Hand-Scooped Ice Cream Shake or Malt made with M&M's
       Milk Chocolate Candies, and copies of the original "Cow Shake" ad or the
       new "Cow Shake Off" ads are available upon request.
     Contact:  Jeff Mochal                  Bob Rybarczyk
               Hardee's                     Weber Shandwick
               (314) 259-6277               (314) 552-6731
               jmochal@ckr.com              brybarczyk@webershandwick.com

SOURCE Hardee's