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Is the reign of the perpetually adolescent sex-obsessed male over? The company unveiled a new ad strategy this week that literally pushes that guy i. The new guard is embodied in the fictional character of Carl Hardee Sr. This follows other companies pivoting away from their sexy images in an effort to attract broader, more sophisticated buyers. Playboy stopped running nude photos last year and placed greater emphasis on its articles.
Carl’s Jr.’s Marketing Plan: Pitch Burgers, Not Sex
In an effort to appeal to consumers who are increasingly reaching for healthier food options, many fast-food chains are relying heavily on ads that tout freshness and quality. The company, which is controlled by Roark Capital, is sticking with sex to hawk its latest highly caloric burger. The newest menu item is a Fourth of July-inspired burger that features a beef patty topped with hot dogs and a layer of potato chips. It clocks in at over 1, calories and 64 grams of fat.
Now the fast-food chain says it wants to grow up. With its customers demanding higher quality, the restaurant is making changes, starting with a TV ad campaign that openly mocks the sex-fueled formula that led to higher sales for years. It's also revamping its yellow star logo and bringing in a CEO to replace Andy Puzder, who is leaving after failing in his bid to become President Trump's Labor Secretary. The changes are geared toward broadening the chain's customer base. Other giants are also tweaking their menus and images.