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New Hardee's "French Maids" In-Store Campaign

Hardee's Hopes to Entice Eaters With Racy French Maids

The marketing masterminds behind Carl's Jr. know that sex sells: this year alone, the fast food franchise has featured lascivious spots starring seductresses such as Padma Lakshmi and Audrina Partridge suggestively scarfing down burgers. And CKE Restaurants, the parent company of Carl's Jr. and Hardee's, won't stop there. To kick off its new French Dip Thickburger, Hardee's has brought on four feisty "French Maids" who will embark on a national tour, visiting stores and posing for photos. The ladies — appropriately named Sophie, Antoinette, Gabrielle, and Isabelle — hope to lure customers with short skirts, fishnet stockings, and plunging necklines. Consumers will be able to snap pictures with the maids and later locate the images online through a Hardee's microsite, French Me. With their risqué campaigns, the two eateries have certainly gotten media attention. But as they continue down a racy path, are the chains poised to become the fast food equivalent of Hooters? Is the company's marketing approach slick — or edging on vulgar?


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RoaringSilence RoaringSilence 7 years
That's because guys in maid outfits are creepy. =P
CiaoBella2 CiaoBella2 7 years
Interesting how these chains (lets include Hooters too) are only interested in directing their sex driven advertising toward the male population.
ilanac13 ilanac13 7 years
that's really funny actually :) i think that people are willing to do just about anything that they can in order to get business. (or PR)
chiefdishwasher chiefdishwasher 7 years
Boobs and beer has worked for its just boobs and burgers.............what's next????????.........boobs and bacon!
chancleta chancleta 7 years
I some how don't see this working. But who knows. Never underestimate the buying power of the male population.
TidalWave TidalWave 7 years
did it work for the yogurt company that did this?
RoaringSilence RoaringSilence 7 years
Now that I paid attention to the rest of the picture, I noticed that they all look really angry. lol About the question of whether or not this is vulgar... nah. It's not very original, but ads from the fashion world are much more risky (
RoaringSilence RoaringSilence 7 years
This doesn't make the ad any more inventive, but yay for using a model with a butt! (second one from the right) =P
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