CKE unapologetic about indulgence in new ads

Commercials from new ad agency highlight chain’s heritage of ‘big fat’ burgers

CKE Restaurants Inc. may have switched ad agencies this year, but its marketing philosophy of pitching indulgent burgers to “young, hungry guys” with babes in bikinis appears to be wholly intact.

The parent company to Carl’s Jr. and Hardee’s debuted a TV campaign this week to introduce its new tagline, “Just the way it is.” The latest commercial, “Anthem,” features attractive models, “big, fat, juices-running-down-your-arm kind of b

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