Just when you thought you had heard enough about fast food chains in the news, the current conflict with Hardee’s and the Virginia-based Parents Television Council (PTC) emerges on the docket. Hardee’s is being accused of being “racy” and “brainless” in their new biscuit hole campaign. The commercial in question shows taste testers stating their preferences for Hardee’s “B-holes” over the competitor’s “A-hole” biscuits — a very tongue and cheek marketing concept.
The campaign doesn’t seem to be supported by Hardee’s head office, and is purely franchise-based. However, this has not had an impact on the amount of controversy surrounding the campaign. The PTC is calling for a boycot of Hardee’s products until they pull the ad. Hardee’s head office had this to say,
CKE Restaurants, Inc., owner and franchisor of Carl’s Jr. and Hardee’s restaurants, adopts a creative approach to our advertising. It is intended to communicate the core message of our premium quality food to our target audience of Young, Hungry Guys. We do not aim to exclude or offend any other group with our efforts, but merely to appeal and amuse a very specific audience. We understand that not everyone may view our advertising the same way and we respect all views.
The biscuit hole campaign has gained much popularity through YouTube, and the specific franchisee in question has recently stated that they don’t plan on airing the commercial in any air spaces for which they have ‘control’. As we all know, companies have limited control on YouTube, so we should be able to see this campaign around for the next little while.
The PTC has voiced their opinion on this issue and have had some good things to say. This issue has shown the objections that many in our society have to the use of sex and sexual innuendos in food advertising. The following statement by the PTC summarizes these feelings quite succinctly,
The Hardee’s marketing team seems intent on pushing the boundaries at every turn whether we’re talking about ‘iced B-holes’ or the company’s attempts at turning hamburgers into sex objects…each and every local franchisee can and should object, and every Hardee’s customer has the right to patronize a more responsible fast-food restaurant chain.
You can find the campaign in question below — decide for yourself if the biscuit hole concept is over the top or not.
lindleygraham
carolineblack
erinmackey
