Hardee's agency move marks heartland focus

Kramer, Louise
December 1999
Advertising Age;12/6/1999, Vol. 70 Issue 50, p8
Trade Publication
This article focuses on the selection of Johnson/Ukropina Creative Marketing to handle the advertising account of burger chain Hardee's Food Systems in 1999. The selection of another advertising agency reflects the desire of Hardee's to better target its core customers in the U.S. The chain is known for its breakfast biscuits and popular with the after-church crowd on Sundays. The deal has proved controversial on Wall Street, with CKE Restaurants trading near fifty-two-week lows. The poor performance is attributed in part to the unexpectedly bad condition of many Hardee's outlets and their continuing sales declines.


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