'Food, not boobs': Carl's Jr. and Hardee's are ready to grow up

(Okay, three things.) Over the years, models and assorted celebrities such as Kate Upton, Heidi Klum, Ronda Rousey, Paris Hilton, and Kim Kardashian (who was relegated to salad because she was apparently not good at eating a burger), as well as countless others have shilled for the burger chain, usually posed scantily clad holding a greasy, dripping burger - which is a lot more sexy if you don't imagine the spit buckets used between takes.

Or, as it's put in their new ad: "Food, not boobs".

CKE operates and franchises 3,800 restaurants under the Carl's Jr., Hardee's, Green Burrito and Red Burrito brands in 44 states and 41 countries and USA territories.

The campaign, which is running under the new tagline "Pioneers of the Great American Burger", aims to shine a light on the quality of the brand's food, like its grass-fed beef and made-from-scratch biscuits. Between them, they have chowed down the company's burgers in negligees and leather bikinis, and eaten salads in beds and in bubble baths.

In the first of the new commercials, the company mocks itself for its provocative past as Carl Sr. takes the company back from his spoiled, testosterone-driven, millennial son, Carl Jr.

In a 2015 interview with Entrepreneur, Puzder explained his thinking behind the ads of old: "I like our ads".

The chain is also remodeling its yellow star logo, which will see the removal of the happy face in the middle, with the red and white lettering switched to black.

However, it's not clear whether the company will change its ingredients or recipes.

It looks like burger chains Carl's Jr. and Hardee's have finally grown up.

AdWeek notes the name Carl Hardee is an amalgam of the company's founders Carl Karcher and Wilbur Hardee.

"It was time to evolve", said Jason Norcross, executive creative director and partner of Los Angeles-based 72andSunny. "We target hungry guys, and we get young kids that want to be young hungry guys". "Some of the product attributes got lost because people were too busy ogling girls", Norcross said.

Carl's Jr. and Hardee's have started eliminating their once-popular bikini ads.

(Copyright © 2015. All Rights Reserved.)

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