via Fox News

Carl’s Jr. is axing those racy hamburger commercials.

The ads, which featured barely dressed models and celebrities like Charlotte McKinney, Paris Hilton and Kim Kardashian chowing down on beefy burgers, are being replaced by a new campaign that pokes fun at the formerly sexually-charged spots.

The move, an attempt to appeal to a wider consumer base that cares more about food quality, comes just weeks after former CKE CEO and failed labor secretary nominee Andy Puzder claimed the sexy commercials helped save the brand.

The chain, now ditching its frat boy mentality, will run a series of new spots that position the fast food restaurant as the “Pioneer of the Great American Burger.”

One ad features Carl Hardee Jr., the son of fictional company founder Carl Hardee Sr. The elder Hardee will goes up against his son as the two tackle the Jr.’s  play boy-like ad campaign while the father was away.

But the new messaging may work against the image the brand has been cultivating for the past several years.


“There’s a risk in alienating their old base, because people interested in edgy commercials and edgy branding may not be interested in the new branding,” Ernest Baskin, an assistant professor of food marketing at St. Joseph University, told USA Today. Read More