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HARDEE'S TO MEMORIALIZE DURHAM ATHLETIC PARK IN NATIONAL COMMERCIAL

 DURHAM, N.C., May 24 /PRNewswire/ -- First, there was the 1988 hit movie "Bull Durham." Now, Hardee's Food Systems, Inc., plans to feature the popular Durham Bulls minor league baseball team and Durham Athletic Park in a national commercial.
 "We wanted to capture the essence of minor league baseball," said Jim Gregory, marketing director for the dinner daypart at Hardee's. "We were looking for the Wrigley Field of the minors and found it here at Durham Athletic Park."
 Hardee's is especially pleased by the choice, since the company was founded and is headquartered in Rocky Mount, N.C. Hardee's also is proud to help memorialize the DAP, which has been around since 1939, but is hosting the Durham Bulls for the very last season.
 The commercial will be filmed by Hardee's national advertising agency, Ogilvy and Mather of New York. It will feature Durham Bulls Manager Leon Roberts, several Bulls players, and extras. The commercial will tout Hardee's(R) Fresh Fried Chicken as thoie for family outings. The company's successful introduction of chicken in 1992 has made Hardee's the country's second largest chicken restaurant chain.
 Extras will be an important part of the Hardee's commercial, since the focus is on `real people' to support Hardee's `real food' positioning. Local residents who would like to be extras in the Hardee's commercial are asked to be at the Durham Athletic Park between 9 and 10 o'clock on Tuesday and/or Thursday mornings, and/or noon on Wednesday. Extras are encouraged to wear summer clothes that would be worn to a baseball game. Shooting is expected to last until about 5 p.m. on Tuesday and Thursday, and will go into the Bulls game Wednesday evening. Crews will wrap up on Thursday.
 Hardee's Food Systems, Inc., headquartered in Rocky Mount, N.C., operates a system of 4,000 company and franchise restaurants in 40 states and 11 foreign countries. Approximately 650 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 chain in the world.
 -0- 5/24/93
 /CONTACT: W. Maurice Bridges, Director of Public Affairs, Hardee's Food Systems, Inc., 919-977-8943/


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

SB -- CH007 -- 1861 05/24/93 16:34 EDT
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Date:May 24, 1993
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