ST. LOUIS: CKE Restaurants has picked Adamson as its first PR
agency of record.
Adamson will handle PR efforts for CKE's Hardee's and Carl's Jr. chains
of restaurants across the US. Larry Brayman, director of corporate
affairs for CKE, said he wanted a PR agency that could help build both
brands.
A final budget for PR still is being determined.
Carl's Jr. has 970 restaurants in the Western US, Mexico, and the
Philippines, while Hardee's has 2,500 outlets in 33 states and 11 other
countries.
"PR will emphasize each brand's strength," Brayman said.
CKE interviewed 11 agencies starting about a month ago, before narrowing
the field to four. Brayman said he wanted an agency with national
capabilities.
Adamson is a 20-year-old St. Louis firm that began doing b-to-b
advertising, but has since expanded into PR and promotional work. The
agency has 60 employees.
Earlier this year, CKE moved the Hardee's corporate offices from North
Carolina to St. Louis. To better oversee activities on both coasts,
Brayman is based in St. Louis instead of corporate headquarters in Santa
Barbara, CA.
