WATCH | Later babes, hello buns. Marketing ploy, or have Hardee's and Carl's Jr. just found their feminist side?
Carl's Jr. and Hardee's will no longer feature sexy women eating burgers in their ads.
The dual-chain restaurant, owned by CKE Restaurant Holdings, said it wants a more upscale image, the company announced Wednesday.
"While these provocative ads generated a lot of buzz for our brands and were very successful for us, it was very difficult for that kind of ad to tell a more comprehensive story about the long list of things we do to make better food than anyone else in our space," chief marketing officer Brad Haley said in a press release.
WATCH | Circa's Natalia Angulo-Hinkson spoke with Jim Lansbury, founder and chief creative officer at RP3 Agency, about the brand change.
The company will also ditch the classic logos for a "bold, yet streamlined modern typeface." The menus will not change.
WATCH | Here's the first of the new un-sexy ads. It's mostly a series of close-ups on food.
WATCH | For reference, here's an ad featuring Kate Upton in 2012.
Haley said the ads got in the way of highlighting the food's ingredients.
"[We use] 100 percent black Angus beef or all-natural beef and chicken, making biscuits from scratch...the problem was that we just weren't getting credit for all that effort."
WATCH | For more news you need, check out our 60 Second Circa.