Hardee's and Carl's Jr. use Adamson to push brands through PR

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


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


"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


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.

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