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$100 mil campaign to feature celebs, original tunes
Flagging fast-food chain Harde's Food Systems is teaming up with famous singers as spokespeople for a new $100 million ad campaign that kicks off March 5.
The first three TV ads will feature original songs created for the as-yet-unnamed celebrities-Hardee's will reveal the names later this week.
The campaign is the first from Johnson/Ukropina Creative Marketing, Irvine, Calif., which was hired in December, shortly after Hardee's parted ways with Leap Partnership, Chicago.
"We focus on the star spokesingers and on lifestyle with singing and lots of food shots," said Carolyn Johnson, executive creative director and partner at Johnson/Ukropina. "We also show who...