BBDO: Hardee's Love-in

BBDO South’s most elaborate campaign to date for its Hardee’s Restaurants Southeast franchise group is a collection of quirky tributes to the fast-food chain’s passion for its products.
BBDO South’s mission was to beef up the client’s lunch and dinner sales, said the Atlanta agency’s president, chief executive officer and regional creative chairman, Larry Tolpin. One way of accomplishing that, Tolpin said, is to show Hardee’s staffers as “food fanatics.”
The result is a series of 12 television commercials featuring employees talking about their love for the food they prepare.