POPSUGAR Celebrity

Hardee's Hopes to Entice Eaters With Racy French Maids

Jul 15 2009 - 9:26am

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 [1] and Audrina Partridge [2] suggestively scarfing down burgers. And CKE Restaurants [3], 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" [4] 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 [5]. 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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