Sales and Marketing

Hardee’s Gets a Brand Makeover Under New Advertising Campaign: Tastes Like America

CKE Restaurants, Inc. to re-launch Hardee’s, featuring real people, real moments, and real food as part of its larger company strategy


CKE Restaurants, Inc. today announces they are further evolving the separation of their iconic restaurants by saying "Welcome Home to Hardee's," celebrating the distinct customer, food culture, and voice Hardee's has in America.

"Hardee's has been, and always will be a brand that 'welcomes you home,'" said Jason Marker, chief executive officer, CKE Restaurants, Inc. "It's an exciting time for not only the brand, but for the entire company. We will accelerate the growth of our business by providing both iconic brands the space they need to grow, putting our unbeatable quality and great tasting food at the forefront of the business."

For the first time in nearly a decade, Hardee's is taking center stage, celebrating America's heartland with a brand defining campaign, Tastes Like America.

Created by Havas Chicago, Tastes Like America celebrates the values Hardee's shares with its customers throughout the country. As one of the most beloved regional brands in America, Hardee's will feature real people, real moments, and real food. Always focused on quality, Tastes Like America celebrates pride in process, providing customers with food the way they'd make it, and creating a true 'comfort culture'.

"No fast food brand has 'comfort culture' more core to its DNA than Hardee's," said Jeff Jenkins, chief marketing officer, CKE Restaurants, Inc. "Just like we're pushing 'crave culture' forward with Carl's Jr., we're going to use this new campaign to introduce customers to 'comfort culture' at Hardee's, placing a heavy emphasis on local pride and quality food."

Hardee's defines 'comfort culture' as a "down home, done right" approach to food, from 100 percent Black Angus Thickburgers®, Made from Scratch™ Biscuits, Hand-Breaded Chicken Tenders™, to Hand-Scooped milkshakes, and everything that surrounds it. It's a sense of comfort and pride that comes from who you are, where you're from, and how you do things. The new campaign features hick hop music star, Big Wet, whose voice personifies an authentic, relaxed vibe that 'comfort culture' is all about. His voice is featured on Hardee's new television commercial and anthem song, which partners his musical style with real people in Hardee's markets.

"Hardee's is part of the fabric of a modern American culture," said Jason Peterson, chief creative officer, Havas Creative, U.S. "It's a reflection of a contemporary society in America that isn't celebrated often enough."

In the coming months, Hardee's marketing efforts will be impossible to ignore as they build out Tastes Like America on both a regional and local level. Customers can expect to see a revived look and feel at their local Hardee's, new menu items featuring their handmade process, and regional campaigns tailored to the unique nature of local markets across America. 

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