Fans find Hardees' newest ad hard to digest

Published: February 18, 2016
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Fast food joint continues to objectify women to lure in customers despite backlash. PHOTO: HARDEES/FACEBOOK

Fast food joint continues to objectify women to lure in customers despite backlash. PHOTO: HARDEES/FACEBOOK

Fast food chain Hardees, a sister brand of the American Carl’s Jr, has sparked outrage yet again with a controversial advertisement.

The fast food chain is notorious for advertising products through the use of heavy sexual innuendos, and this time is no different.

Hardees latest ad in the form of a gif captures a woman’s mouth wide open with a scale measuring it up to 10 inches. The ad reads “”Big enough?”. The innuendo can hardly be missed.

As soon as Hardees Pakistan uploaded their ad on Facebook, people began expressing their displeasure.

Hardees faces heat over ‘fresh buns’ advertisement

This isn’t the first time the fast food giant has used controversial marketing techniques.

What’s worse is that this marketing strategy almost always objectifies women.

Last year, the burger joint came under fire over its  ‘fresh buns’ ad which showed two buns neatly placed together and a woman’s hand firmly grabbing one. The ad read ‘fresh buns’.

Much awaited launch: Hardees hits the capital hard

The fast food giant’s use of controversial marketing techniques dates back to its launch in Pakistan, when it released a stream of advertisements geared to stir controversy.

The fast food chain’s ‘unbuckle your belt’ advertisement, which featured a pair of jeans with an open zip, being one of the notable ones.

Despite the backlash, Hardees continues to market their ‘buns’ under the guise of sexual appeal. The question that remains is, does this ploy actually win any customers?

Guess not.

Reader Comments (8)

  • geezer
    Feb 18, 2016 - 3:32PM

    Really? Out of all the terrible stuff going on in this country, this is the one towards which we direct our collective outrage? There is something seriously wrong with us.Recommend

  • Antiq
    Feb 18, 2016 - 4:22PM

    a leading newspaper website of the country writing ads about their campaigns, too many people are tagging their friends on the ad, too many are ranting. Do you still don’t know why do they make such ads. this is what its all about. Propagation of the brand. Exposure. That they are doing pretty fine and stop acting like kids like you guys don’t happen to know anything. Everybody would still visit Hardees and eat their sick burgers.Recommend

  • Pakistani
    Feb 18, 2016 - 5:32PM

    Sorry, I do not agree. This is cheap, shameless, vulgar and totally unacceptable. This company does not only serve adults, it serves families too. These ads are put up in public spaces. I would not want my children looking at these ads. I’m definitely never going to Hardee’s. This way of advertising opens the door for other companies to promote vulgarity. They’re here to sell food, not to change our societal values. I won’t say drop the act or leave: I say just leave, because you’ve already done enough.Recommend

  • Boom
    Feb 18, 2016 - 7:10PM

    Their food is even harder to digest than the ads. Booyah!Recommend

  • Parvez
    Feb 19, 2016 - 12:37AM

    I have been labelled ‘ a liberal ‘ …..and even I think these adds are suggestive and thus offensive.Recommend

  • ironMan!
    Feb 19, 2016 - 1:45AM

    @geezer:
    outrageous. funny how ppl go against anti-valentine protests but feel this vulgarity should be totally ignored. Something is definitely wrong with you guys!Recommend

  • Obama
    Feb 19, 2016 - 8:00AM

    I think we should talk about our chocolate and biscuits ads first, the expressions in those ads are horrible!Recommend

  • Bilal
    Feb 19, 2016 - 2:05PM

    A use-ful message beside a use-less discussion for public benefit:

    فاسٹ فوڈ کھانا آپکو بیمار بہت بیمار کر دیگا
    This is the high time when we all should start boycotting the expensive and unhealthy fast food which prostrate serious diseases, obeseness & fatigue.
    All the world class medical research centres, sport’s manuals and advices regarding general human health strictly condemn junk food..da reasons why ppl are dying premature deaths and why 65% of population after 40 years of age is getting diabetic, heart patients and end up having their organs impaired one bad day!
    Remember, you’re living in a country where even normal bread & butter is hard to earn by for many….where million people hv to stop food consumption on food items inflation grounds.
    Buying a bun with a lump inside attaching to viscous colourful fluids for 500 rupees will only make you sick one day..believe me…let alone extreme waste of money..Recommend

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