Hardee’s® hopes you’ll help it “Save The Veggies.” In an interesting advertising campaign, the fast burger chain says it is bringing back the Hardee's Original Roast Beef Sandwich, which, by the way, is a vegetable-free sandwich.
But, with no offense intended to veggie lovers, Hardee’s also launches its “Save The Veggies” campaign which pledges to plant millions of vegetables nationwide.
The company said this on Twitter about the new campaign.
“Hardee’s knows there’s a time and a place for veggies, but not on a Hardee’s Original Roast Beef Sandwich — made with slow-cooked beef, hand-dipped in rich au jus, and veggie free — cause’ it tastes better. In partnership with the American Community Gardening Association, the restaurant will help plant more than 10 million veggies nationwide.”
Jenna Folk, Director of Brand Marketing at Hardee’s says the brand is “partnering with the American Community Gardening Association (ACGA) to help plant veggies in community gardens nationwide. ACGA is a nonprofit that helps communities by planning local gardens across the country, and together, Hardee’s and ACGA recognize the value of bringing the community together.”
Marketing Dive, which provides digital marketing news and analysis, said the "Save the Veggies" could give "Hardee's the shine of being cause-related, like recent Earth Day-related campaigns by The North Face and Silk — albeit in a tongue-in-cheek way that satirizes what the brand is known for: indulgent fast-food."
Hardee’s and Carl’s Jr. are owned by CKE Restaurant Holdings, Franklin, Tenn. Hardee’s has more than 5,800 locations nation-wide, and Carl’s Jr. has 1,490 locations.