In the ongoing burger war with McDonald’s Angus Third Pounder burgers, competitor, Carl’s Jr. and Hardee’s announced two new initiatives starting today: The Big Hardee at Hardee’s and a new ad campaign, entitled “Nothing.”
The fracas began in August with McDonald’s launch of the Angus Third Pounders, an attempt to copy the sit-down restaurant style burgers pioneered by Carl’s Jr. and Hardee’s years ago. Carl’s Jr. was the first to retaliate by launching The Big Carl as a counterpunch aimed at the iconic Big Mac. The Big Carl boasts twice as much meat and cheese as a Big Mac but sells for just $2.49 or less, while the Big Mac costs more than $3 on average.
“We knew people would be drawn to the Big Carl,” said Andrew F. Puzder, CEO of CKE Restaurants parent company of Carl’s Jr. and Hardee’s. “It’s a bigger, better burger at a significantly lower price. But what we didn’t expect was the very positive reaction we’ve received for the directly comparative advertising campaign we developed to promote it. Many people have voiced their support for us having the guts to get into the ring with an 800-pound gorilla.”
In order to expand the West-coast consumers’ excitement nationwide, Hardee’s began offering the Big Hardee this week. With more meat, more cheese and a lower price than the Big Mac, the Big Hardee consists of three beef patties, two slices of American cheese, a tangy sauce and shredded lettuce on a seeded bun. Available in participating restaurants, the Big Hardee costs just $2.29 or less, 70 cents less than the average price of a Big Mac.
Commercials supporting The Big Hardee begin airing in Hardee’s markets Wed., while the popular commercials for the Big Carl began last month. Both campaigns can be viewed on the brands’ YouTube channels (www.youtube.com/carlsJr , www.youtube.com/hardees).
The humorous new ad, entitled “Nothing,” stars CEO Puzder calming down a nervous executive worried about the impact of McDonald’s Angus Third Pounders. After discussing the differences between the burgers, the executive asks Puzder what they should do, and the reply is “Nothing.” The ads, created by longtime agency, Mendelsohn/Zien Advertising, can also be viewed on the Carl’s Jr. and Hardee’s YouTube channels.