Hardee’s Restaurants Consolidates Regional Business At Jordan, Lewis

Hardee’s Restaurants of Rocky Mount, N.C., has pared its regional lineup of four shops down to two longtime roster agencies.
Jordan Associates of Oklahoma City and Lewis Advertising in the client’s hometown were each handed $6-10 million in local marketing assignments for the chain, bought last year by Anaheim, Calif.-based CKE Restaurants. Work includes media buying for radio, print and outdoor executions, as well as collateral, research and public relations.
“We feel strongly the consolidation will bring consistency to our message,” said Sharon Hamilton, Hardee’s director of public affairs. “We can get the same message to radio stations and our franchisees, and do it more quickly.”
Those messages will be developed by lead creative agency Angotti, Thomas, Hedge of New York. National media on the $80 million account is handled by Western International Media in Los Angeles.
The consolidation forced out BBDO South of Atlanta and EvansGroup in Denver and Indianapolis.
Jordan adds $6 million in Hardee’s billings and more than triples the number of units it serves, from 397 to almost 1,200 in 19 states in the Southwest, Midwest and Northwest. Jordan led a 1997 conversion of Hardee’s restaurants in Oklahoma to CKE’s Carl’s Jr. concept. The agency will establish offices in Indianapolis and Rothschild, Wis., to help its Oklahoma City headquarters and a St. Louis branch service the account.
Lewis, a regional shop for the chain since 1969, will be responsible for about 1,500 sites, said Hamilton. It was named agency of record for the client’s franchise development unit in 1997, and also handles project work for the international division. Lewis officials referred calls to the client.
Among Lewis’ markets are the 600 stores that franchisee Advantica Restaurant Group in Spartanburg, S.C., sold to CKE.
That account, estimated by sources at less than $10 million, was at BBDO South for the past 14 years, according to Debra Mager, executive vice president and group account director at the Atlanta shop. After the sale, BBDO South was told its responsibilities for the account would end April 30.