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HARDEE'S SUCCESSFULLY DEFENDS CHICKEN TASTE CLAIM NATIONAL ADVERTISING DIVISION RESOLVES KFC CHALLENGE

 ROCKY MOUNT, N.C., Jan. 12 /PRNewswire/ -- Hardee's Food Systems, Inc. has successfully defended a challenge to its advertising campaign that promoted Hardee's(R) Fresh Fried Chicken. KFC Corporation, based in Louisville, Ky., mounted a challenge after Hardee's announced that people in a taste test preferred its chicken over KFC's(R) Original Recipe(R) nearly 2 to 1.
 This month, the National Advertising Division of the Council of Better Business Bureaus, Inc. found that the claims in Hardee's advertising were substantiated and that the Hardee's chicken vs. KFC Original Recipe was a proper comparison.
 "Our position has always been to let the customer be the judge," said Jerry Gramaglia, Hardee's executive vice president of Marketing. "We're obviously very proud of the fact that our fried chicken was preferred over KFC's flagship product -- KFC Original Recipe -- 2 to 1."
 Hardee's rolled out its fresh fried chicken in Louisville last April. The company estimates it will sell almost $10 million worth of chicken in its first year in the Louisville market -- making it Hardee's most successful chicken introduction in 1993.
 Hardee's Food Systems, Inc., headquartered in Rocky Mount, N.C., operates a system of more than 4,000 company and franchise restaurants in 40 states and 11 foreign countries. Approximately 625 of the restaurants operate under the Roy Rogers trademark. Hardee's has expanded its hamburger and sandwich menu with fresh fried chicken, becoming the second largest chicken restaurant chain in the world.
 -0- 1/12/94
 /CONTACT: W. Maurice Bridges, director of Public Affairs, Hardee's Food Systems, 919-977-8943/


CO: Hardee's Food Systems, Inc.; KFC Corporation ST: North Carolina, Kentucky IN: ADV LEI SU:

CM -- CH007 -- 1382 01/12/94 11:27 EST
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Publication:PR Newswire
Date:Jan 12, 1994
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