Industry News | February 2, 2013

CKE Puts Fried Aside with Charbroiled Fish Sandwich

Carl's Jr. and Hardee's announced the addition of the Charbroiled Atlantic Cod Fish Sandwich to their menus.

The sister brands are the first national fast-food chains to offer a charbroiled fish sandwich, not battered and deep fried, on the menu. At only 420 calories, the new sandwich offers guests a healthier meal option. 

The Charbroiled Atlantic Cod Fish Sandwich is available now at all Carl's Jr. and Hardee's locations starting Monday, February 4.

The Charbroiled Atlantic Cod Fish Sandwich features a charbroiled Atlantic cod fillet, creamy 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," says Brad Haley, chief marketing officer for the brands. "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," he adds. "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, and the new Charbroiled Atlantic Cod Fish Sandwich delivers both in a big way."

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.

Swimsuit model Nina Agdal starts in the new Charbroiled Atlantic Cod Fish Sandwich TV commercial, which premiers during the Super Bowl broadcast on February 3 in many 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, Nina's thoughts on the crimson-skinned man echo her thoughts about her fish sandwich: Sometimes, you just don't want to get fried.

Following in the footsteps of Carl's Jr. and Hardee's spokesmodel and 2012 "Sports Illustrated" cover girl Kate Upton, Agdal was named the "Sports Illustrated" Swimsuit Edition 2012 "Rookie of the Year" last year and is contending for the cover of the 2013 issue.

"Nina was a casting no-brainer," says Glenn Cole, 72andSunny creative director and partner. "We have a healthy product, we're at the beach, we're in 'SI' Swimsuit season. And it didn't hurt that she is very accustomed to being hit on by dubious sunburned guys."