As the number of Six Dollar Burgers sold nationwide fast approaches the 25 million mark, Hardee’s Food Systems, Inc., yesterday launched new advertising for its premium burger, priced at $3.95. The three new ads are set to run in 79 markets nationwide. New in-restaurant advertising signage, also featuring the award, will be introduced at participating restaurants as well.

The Six Dollar Burger consists of a nearly half-pound, charbroiled beef patty, two slices of American cheese, mayonnaise, ketchup, mustard, red onion, bread-and-butter pickles, tomato and lettuce on a toasted sesame seed bun. Since its launch in November 2001, the burger has become the most popular new product introduced in Hardee’s history.

The three new television ads, titled “Falling Bags,” “Toys,” and “No,” follow the creative direction of other recent advertising by the chain, using humor to highlight the premium quality of the product. Hardee’s advertising agency of record, Mendelsohn|Zien of Los Angeles, developed and executed the spots.

“We are very pleased to have introduced a product that has received not only critical acclaim, but also the approval of our guests,” said Larry Brayman, director of corporate affairs for CKE Restaurants.

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