Hardee's®

Hardee's Launches Sequel to Popular Cow Shake Ad to Promote New Shakes and Malts Made With M&M's® Milk Chocolate Candy

Jul 17, 2006

ST. LOUIS, Mo. – July 17, 2006 – Cow shaking is back at Hardee's ™! In a follow-up to last year's highly successful and popular "Cow Shake" ad for the chain's launch of Hand-Scooped Ice Cream Shakes & Malts™, Hardee's has re-enlisted the services of actor and "cow shaker extraordinaire Kyle Dunnigan, this time pairing him off against a rival cow shaker to the hit tune "Milkshake" by Kelis. The sequel, titled "Cow Shake Off," supports the launch of Hardee's newest Hand-Scooped Ice Cream Shakes & Malts flavor made with M&M's ™ Milk Chocolate Candies.

"Last year when we introduced our Hand-Scooped Ice Cream Shakes and Malts with the original 'Cow Shake' ad, it was so popular and drew such an overwhelming response from consumers that we knew we had to create a sequel," said Brad Haley, executive vice president of marketing for Hardee's. "In fact, when we started to get fan mail for the human star of the ad – and his cow, Freedom – we knew we were on to something well beyond what we experience with one of our typical ads. So, we doubled the fun for the sequel with two 'cow shakers,' and, of course, Kelis' hit song 'Milkshake,' provided the perfect soundtrack for the ad."

The new Hand-Scooped Ice Cream Shake made with M&M's Milk Chocolate Candies are the chain's latest featured flavor. The new shake features real, hand-scooped vanilla ice cream and real milk, blended to order with M&M's milk chocolate candies pieces and topped with whipped cream. A scoop of malt powder can be added for a great malt taste. The suggested retail price is $2.99, although prices may vary at franchised locations.

"We believe our hand-scooped shakes and malts made with real ice cream and real milk are the best in the fast-food world, so we always strive to find great ingredients that can make them even better," Haley said. "M&M's milk chocolate candies absolutely fit the bill, and this new shake is another ideal compliment to our Angus beef Thickburgers."

The new "Cow Shake Off" ad was created by Mendelsohn-Zien, Hardee's and sister chain, Carl's Jr. ™, Los Angeles-based advertising agency. The agency is the developer of many popular and iconic ads for both chains, including the Carl's Jr. "If it doesn't get all over the place, it doesn't belong in your face" campaign from the mid-90's and the more recent "Spicy Paris" ad starring Paris Hilton which aired in both Hardee's and Carl's Jr. markets.

Hardee's Food Systems, Inc. is a wholly owned subsidiary of CKE Restaurants, Inc. (NYSE: CKR) of Carpinteria, Calif. As of the first fiscal quarter ended May 22, 2006, CKE Restaurants, Inc., through its subsidiaries, had a total of 3,141 franchised or company-owned restaurants in 43 states and in 13 countries, including 1,062 Carl's Jr.® restaurants, 1,963 Hardee's restaurants and 100 La Salsa Fresh Mexican Grill® restaurants. For more information, or to find a Hardee's near you, go to www.ckr.com or www.hardees.com.