Sound So Wrong But Taste So Right: Hardee`s Introduces New Biscuit Holes

Not digging the name?Hardee`s multi-platform campaign asks customers to name its
Biscuit Holes
ST. LOUIS--(Business Wire)--
Hole-y moley! Hardee`s is adding a sweet and petite new item to its delicious
line of Made From Scratch biscuits - Biscuit Holes. Rolled in cinnamon and sugar
and served with icing for dipping, Biscuit Holes are now available at all
participating restaurants. And, after struggling for months to come up with an
appropriate name, Hardee`s is asking customers to names its holes with a
multi-platform, customer-interactive promotional campaign. Both are sure to
leave customers satisfied.

While developing Biscuit Holes, the menu development team at Hardee`s knew they
had a winner when they deep-fried balls of biscuit dough, rolled in
cinnamon-sugar and dipped them in icing, but they were stumped when it came to
what to call them. The internal marketing debate over the name led to many
colorful suggestions, which sparked the idea for the product`s advertising
campaign.

"We knew there would be a big market for Biscuit Holes when we learned that some
of our biscuit bakers have been making a similar product for the rest of their
restaurants` staff and they loved them," said Brad Haley, Hardee`s executive
vice president of marketing. "They really are irresistible and it`s almost
impossible to eat just one. But what to call them was a big challenge. One of my
favorite options was `Biznuts,` a cross between `biscuits` and `donuts,` since
the closest thing to them are donut holes. But there were many other suggestions
that were very funny. Unfortunately, I can`t repeat them here."

Name Our Holes

At Hardee`s, it isn`t just the menu items that are innovative. The introduction
of Biscuit Holes will be supported by a multimedia, integrated platform
including advertising, online, mobile and social media. Key among them is a new
microsite called www.NameOurHoles.com.

The new commercials were produced by Los Angeles-based advertising agency
Mendelsohn|Zien Advertising and can be viewed at the new Hardee`s YouTube brand
channel and Facebook page. Some feature a man-on-the-street survey format in
which people were asked what they would call the new Biscuit Holes. After
hearing such suggestions as "B-Holes" and "Heavenly Balls" and seeing how much
fun people were having with the task, the microsite was developed to let
everyone try to "name our holes."

"We love to entertain our customers, but we also like to create ways for our
customers to interact with the brand to entertain themselves," said Brad
Rosenberg, Hardee`s manager of digital strategy and marketing. "The
NameOurHoles.com microsite does just that. Think you can come up with a funnier
or more creative name than Biscuit Holes? We want to hear it. If it makes the
cut, we`ll share it with all of our online fans."

The microsite will add to Hardee`s already strong focus on the social media
realm. After submitting a creative hole name to the microsite, visitors can then
automatically Tweet their hole name to their followers or post it on their
Facebook wall for their friends to see. Visitors can also make video
submissions, some of which will be pushed to the Hardee`s YouTube channel where
there are additional options to share with friends.

Beyond social media, Hardee`s will also launch a comprehensive synergistic
mobile campaign complete with a mobile site developed by iLoop Mobile, ads
running across the unparallel Jumptap premium mobile ad network and performance
marketplace, and ad effectiveness study by InsightExpress. Customers with
Internet access on their cell phones will be able to submit their Biscuit Holes
name through a mobile optimized site of NameOurHoles.com. Mobile fans can also
see product information and photos, watch the Biscuit Holes commercials through
streaming video, share the site and even send personalized Hardee`s mobile
greeting cards to friends.

More About Hardee`s Delicious Holes

Biscuit Holes consist of Hardee`s fresh, Made from Scratch biscuit dough, cut
into round shapes like donut holes, deep fried, and tossed in a cinnamon and
sugar mixture. They are offered in 6- and 12- piece orders and served with an
icing cup for dipping.

Biscuit Holes will be sold at participating Hardee`s restaurants for $1.29 for
six and $1.99 for twelve. Prices may vary by location.

About Hardee`s

Celebrating more than 45 years in the quick-service industry, Hardee`s Food
Systems, Inc. is a wholly owned subsidiary of CKE Restaurants, Inc. (NYSE: CKR)
of Carpinteria, Calif. As of the end of its fiscal 2010 first quarter, CKE
Restaurants, Inc., through its subsidiaries, had a total of 3,133 franchised,
licensed or company-operated restaurants in 42 states and in 14 countries,
including 1,205 Carl`s Jr. restaurants and 1,915 Hardee`s restaurants. For more
information, or to find a Hardee`s near you, go to www.ckr.com or
www.hardees.com.

Photos/Multimedia Gallery Available:
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Hardee`s
Jenna Petroff, 314-259-6277
jpetroff@ckr.com
or
Weber Shandwick
Agatha Thaller, 314-552-6785
athaller@webershandwick.com

Copyright Business Wire 2009