First we saw Pizza Hut surprise patrons at a so-called Tuscani Restaurant in New York. The new pasta selections, minus the cardboard box, won them over. (See our previous story here). Now, whether it’s just good timing or a trend, Carl’s Jr. and Hardee’s have a new campaign.
By Lindsey Klingele for Meatingplace. Used by permission.
Carl’s Jr. and Hardee’s, both subsidiaries of Carpinteria, Calif.-based CKE, announced the national release of a new ad campaign that will show diners being unwittingly served fast-food burgers at a fake high-end restaurant.
The Fake Restaurant ads (click the link to see for yourself) reveals footage from hidden cameras that were placed inside of a made-up fine dining establishment in Malibu, Calif. dubbed Grade A Restaurant. The consumers, who are treated to valet, white linen tablecloths and upscale burgers (priced from $14 to $20), are told after eating that their meals were actually sourced from the menus of Carl’s Jr. and Hardee’s.
“In numerous reader polls and ‘best burger’ competitions around the country, Carl’s Jr. Six Dollar Burgers and Hardee’s Thickburgers have often been rated high, or higher than those served at sit-down restaurants,” said Brad Haley, executive vice president of marketing for the fast-food chains.
The reality-inspired television ads were created by Los Angeles-based agency Mendelsohn/Zien, the company also responsible for the 2005 Carl’s Jr. and Hardee’s “That’s Hot” campaign featuring Paris Hilton.
Here’s the Pizza Hut ad:
And, from Hardee’s:
Anyone care to comment on the moral of the story?