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Hardee's intros Little Thickburger
September 28, 2008
ST. LOUIS — Hardee's has created a reduced-size version of its Thickburger, the Little Thickburger. The new, smaller burger weighs one-quarter pound compared to the one-third- and two-third-pound Thickburger, but is still made with 100 percent Black Angus beef and topped with ingredients such as fresh diced red onions, whole lettuce leaves, sliced tomato and dill pickles on a grilled, seeded bun.
The premium Thickburgers, introduced in 2003, have remained a popular menu item, but customers continued to ask for smaller or less expensive burgers, said Brad Haley, Hardee's executive vice president of marketing for Hardee's restaurants. So the company created the smaller burger in light of tighter economic times.
Starting at $1.99, Little Thickburgers are available in two versions: one fully loaded with cheese, produce and all the condiments and the other topped with cheese, diced onions, pickles, ketchup and mustard.
An new advertising campaign illustrates the size difference between the classic one-third-pound Thickburger and the new one-quarter-pound Little Thickburger in various ways. In one ad, the Thickburger is described as a "Jock" while the Little Thickburger earns the "Jockey" title. In another, the Thickburger earns a Badonkadonk rating, while the Little Thickburger squeaks by with a Badinkadink.
The ads were created by Los Angeles-based advertising agency, Mendelsohn|Zien, the masterminds behind many Hardee's ads including the memorable Paris Hilton commercial, "That's Hot," from 2005 and the Fake Restaurant campaign from earlier this year. To view the ads, visit www.mzad.com/demos/littlethickburgerads.
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