Carl's Jr. Cleans Up

Messy Eating Theme Absent From New Ads
LOS ANGELES–After five years of celebrating messy eating habits, Carl’s Jr. is altering its message, but maintaining a food-focused strategy.
Starting this week, the Anaheim, Calif.-based fast-food chain rolls out a two-pronged TV campaign in the West via longtime agency Mendelsohn/Zien. Absent from the ads are the old tagline, “If it doesn’t get all over the place, it doesn’t belong in your face,” and the familiar ketchup drip.
Some of the new spots take a voyeuristic look at people’s eating habits, with the tag “Don’t bother me, I’m eating.”