This Week in Brand Storytelling

It's 'Food, Not Boobs' in Carl's Jr. and Hardees' Brand Refresh

Our tip of the day; invest 3 minutes and 16 seconds in watching this film by 72andSunny. Carl’s and Hardee’s has famously exploited “babes in bikinis eating hamburgers” for over a decade. Remember the Paris Hilton spot that concludes with her signature phrase, “that’s hot?”

Now, Carl’s and Hardee’s are letting us know that those days of bikinis and burgers are behind them. This hilarious film introduces two fictional characters: Carl Hardee Sr. and Jr. This film lays the foundation for many stories to come and if they are as funny as this one, burger fans everywhere will be watching.