The following letter was sent by CKE Restaurants to Lauren Ornelas
(Sullivan), President of VIVA!, in response to her protest against
Carl's Jr.'s pornographic "chicken nuggets" commercial running in
California. As the letter explains, CKE targets Carl's Jr.'s
"heaviest users (our most frequent customers to our restaurants), the
young adult male." 01/25/02
401 W. Carl Karcher Way
P.P. Box 4349
Anaheim, California 92803-4349
Ms. Lauren Sullivan
P.O. Box 4398
Davis, CA 95617
Dear Mrs. Sullivan:
Thank you for taking the time to express your concern about Carl's
Jr.'s ad campaign. As a valued Carl's Jr. customer, we [sic]
appreciate your comments and we take them very seriously.
We sincerely apologize if we offended you in any way . . . or if we
caused you to become angry or dissatisfied with our company [which
targets the young male appetite for "meat" and fantasies of gang
rape]. Due to the competitive nature of our business today, our
company needs to create advertising that is "noticeable" and
"memorable" [we're forced to do salacious advertising in order to sell
our cruel products] . Since Carl's Jr. is a smaller regional chain
with a much smaller advertising budget than our national competitors,
our advertising messages (on TV and radio) must create a high level
of awareness through bold and aggressive advertising [by abusing the
helpless and encouraging society to imitate us; also, we're just
little guys compared to those big guys like Wendy's, so you should
pity us] .
We have created two new advertising campaigns this year: one is
targeted at our heaviest users (our most frequent customers to our
restaurants), the young adult male; the other campaign has a much
more adult approach, with broader appeal. These campaigns allow us to
attract the attention of our most frequent users and also to attract
a much larger audience through creative, memorable ads.
We understand that our commercials are sometimes interpreted
differently than originally intended, and for that I must assure you
our goal is always to create appeal for our great Carl's Jr. food
Again, thank you for your comments. We honestly value your patronage
and greatly appreciate your remarks.
Peter B. Espinosa, Jr.
Carl's Jr. * Hardee's
To protest the message Carl's Jr./CKE Restaurants. is intentionally
aiming at "young adult males," call Carl's Jr./ CKE Restaurants
toll-free at 1-800-422-4141, ext. 1232, and 1-800-758-2275.
Update & Action Alert on Carl's Jr. Commercial, 8 February 2002, from
United Poultry Concerns.
United Poultry Concerns, Inc.|
PO Box 150
Machipongo, VA 23405-0150
(Action Alert - United Poultry Concerns News Advisory on Carl's Jr.)