Carl's Jr., Hardee's debut charbroiled fish sandwich

Jan. 31, 2013

Carl's Jr. and Hardee's today announced the addition of the charbroiled Atlantic cod fish sandwich to their menus.

The sister brands are the first national quick-service chains to offer a charbroiled fish sandwich — not battered and deep fried, according to the company. The new offering is 420 calories and is available now at all Carl's Jr. restaurants and at all Hardee's locations starting Feb. 4. The sandwich includes a charbroiled Atlantic cod fillet, tartar sauce, sliced tomato and lettuce, all served on a honey wheat bun.

"For almost half-a-century, whenever fast food customers wanted to get a fish sandwich during Lent, they had one choice; fried," said Brad Haley, chief marketing officer for Carl's Jr. and Hardee's. "With our new charbroiled Atlantic cod fish sandwich, we've changed all that. For the first time in the industry, our guests can get a premium-quality fish sandwich that tastes great and is lower in calories because we charbroil it just like we do our burgers. As we found when we introduced the first line of charbroiled turkey burgers more than two years ago, people are ready for lighter fare as long as they don't have to sacrifice flavor."

The charbroiled Atlantic cod fish sandwich is available for $3.99 or as a combo meal with fries and a drink for $6.49. Dual-branded Carl's Jr./Green Burrito and Hardee's/Red Burrito locations are also offering a charbroiled cod fish taco for $2.39. Prices may vary by location.

Commercial to premier during Super Bowl

To promote the new offering, swimsuit model Nina Agdal will appear in a commercial that will premier during the Super Bowl broadcast on Feb. 3 in some markets.

Created by Los Angeles- and Amsterdam-based creative agency 72andSunny, the ad is titled "Sun Tan" and features a bikini-clad Agdal enjoying her charbroiled Atlantic cod fish sandwich on a tropical beach. When she is interrupted by a sunburned admirer, her thoughts on the crimson-skinned man echo her thoughts about her fish sandwich: sometimes, you just don't want to get fried.

Agdal was named the Sports Illustrated Swimsuit Edition 2012 "Rookie of the Year" last year and is contending for the cover of the 2013 swimsuit issue. Her commercial, along with former Carl's Jr./Hardee's spokesperson and SI model Kate Upton's commercial were both directed by Chris Applebaum.

Behind-the-scenes footage and interviews with Agdal on the commercial shoot set can be viewed on the brands' YouTube channels. Both the 30-second version and a longer online-only director's cut of the ad will be available on Super Bowl Sunday.

Read more about food and beverages or marketing and promotions.

Topics: Food & Beverage , Health & Nutrition , Marketing / Branding / Promotion

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