Hardee's new campaign focuses on authenticity, engagement

Hardee’s, the restaurant franchise known for charbroiled burgers, made-from-scratch biscuits, and hand-breaded chicken tenders, today announced the launch of the “Show Us Your Meemaws” brand campaign and nationwide competition. The goal of the campaign is to find the brand’s new spokesperson, “the ultimate Meemaw,” a grandmotherly figure who embodies “warmth, authenticity, and genuine love for the great food that defines the brand.”

“We know many of our guests have fond memories of sharing meals with their grandparents at Hardee’s. We want to celebrate that connection by finding a Meemaw who shares our passion for great food and family,” said Sarah Breymaier, vice president of brand marketing at Hardee’s.

The competition side of the campaign will run through August 30, 2026, with the winner to be announced on September 4. Hardee’s guests can submit their Meemaws via Instagram, TikTok, Facebook, X, or Threads by tagging @Hardees and sharing what makes their nominee the ideal Meemaw. Meemaws wills be judged by a panel of Hardee’s experts.

The winning Meemaw will receive $65,000, their own signature curated meal on the Hardee’s menu, and the chance to become the official face of the Hardee’s brand for the next year.

The “Show Us Your Meemaws” campaign is a collaboration between Hardee’s and podcaster Caleb Pressley, who hosts Sundae Conversation on YouTube.

“Caleb was the perfect partner for this campaign,” said Breymaier. “His authentic humor and charismatic storytelling bring the spirit we’re looking to capture with ‘Show Us Your Meemaws.’”

Hardee’s most recognizable spokesperson to date has been Happy Star, the red and yellow cartoon who’s been part of the brand’s logo since Hardee’s joined Carl’s Jr. at CKE Restaurants in the late ‘90s. The brand has also produced advertising campaigns with names like country singer Ashley Cooke, comedic actor David Koechner, and Paris Hilton, among others.