Fans find Hardees' newest ad hard to digest

Fast food joint continues to objectify women to lure in customers

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.

[fbpost link="https://www.facebook.com/HardeesPakistan/posts/1018963991480363"]

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



















https://twitter.com/amosjheller/status/699324727941140481

@sheharyarizwan @HardeesPakistan @jhaque_ hardees aka carls junior has this strategy in the US too..its gud advertisement

— فیزان (@punjabkhwa) February 17, 2016

@punjabkhwa Good? Its catchy, sure, but not sure if "good" @HardeesPakistan @jhaque_

— Sheharyar Rizwan (@sheharyarizwan) February 17, 2016

@jackhutton @omar_quraishi ad designer fr hardees seems to hav wild imgination about food!! not normal.

— لالا (@msba55945204) February 17, 2016

Hardees faces heat over 'fresh buns' advertisement

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

[fbpost link="https://www.facebook.com/HardeesPakistan/photos/a.204771832899587.53537.200740019969435/1019459408097488/?type=3"]

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

[fbpost link="https://www.facebook.com/HardeesPakistan/photos/a.204771832899587.53537.200740019969435/990995254277237/?type=3"]

[fbpost link="https://www.facebook.com/HardeesPakistan/photos/a.204771832899587.53537.200740019969435/989812717728824/?type=3"]

[fbpost link="https://www.facebook.com/HardeesPakistan/photos/a.204771832899587.53537.200740019969435/885680188142078/?type=3"]

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.