A new $100 million branding campaign breaking this week for fast-food chain Hardee's relies on the singing talents of Smokey Robinson, Boyz II Men and Vonda Shepard.
In a series of 30-second television spots from Johnson/Ukropina Creative Marketing, which won the account in December, the performers sing the praises of Hardee's in an effort to reinvigorate the flagging brand.
For example, Robinson and Shepard sing about the company in one spot, Boyz II Men tout Hardee's breakfasts and biscuits in another and Lou Bega takes a turn singing about Hardee's Super Star cheeseburger.
The spots, which are supported by radio executions and redesigned in-store materials, use no tags but employ recurring themelines such as, "In a real-good, feel-good way," and "A great big taste you can hold in your hand."
"We thought a musical campaign crosses all kinds of demographics since its such a common denominator," said creative director Carolyn Johnson.
"The appeal is 'Wow, look at who they are,' and 'Gee, look at what they are singing about.' We intercut with the food and the people. It has high entertainment value," added management supervisor Joyce Ukropina.
The ads target a general market of 18-to-49 year-olds.
The 2,800-store Hardee's chain is in the midst of remodeling the entire chain, a process that should be completed by 2002.