Carl's Jr.®

Sequel to Popular 'Cow Shake' Ad Promotes New Hand-Scooped Ice Cream Shakes & Malts Made with M&M'S® Milk Chocolate Candies

Sep 5, 2006

'Cow Shake-Off' Features Dueling Guys, Cows, and Hit Single 'Milkshake' by Kelis

CARPINTERIA, Calif. – Sept. 5, 2006 – Cow shaking is back at Carl's Jr.®! In a follow-up to last fall's highly successful and popular "Cow Shake" television commercial for the chain's launch of Hand-Scooped Ice Cream Shakes & Malts™, Carl's Jr. has re-enlisted the services of actor and cow shaker extraordinaire Kyle Dunnigan, this time pairing him off against a rival cow shaker to the hit tune "Milkshake" by Kelis. The sequel, titled "Cow Shake-Off," supports the launch of the newest Hand-Scooped Ice Cream Shakes & Malts flavor made with M&M'S® Milk Chocolate Candies.

"We introduced our Hand-Scooped Ice Cream Shakes & Malts last year with the original 'Cow Shake' ad, and it was so popular and drew such an overwhelming response from consumers that we knew we had to create a sequel," said Brad Haley, executive vice president of marketing for Carl's Jr. "In fact, when we started to get fan mail for the human star of the ad – and his cow, Freedom – we knew we were on to something well beyond what we experience with one of our typical ads. So, we doubled the fun for the sequel with two 'cow shakers,' and, of course, Kelis' hit song 'Milkshake,' provided the perfect soundtrack for the competition."

The new Hand-Scooped Ice Cream Shake made with M&M'S Milk Chocolate Candies is the chain's latest featured flavor. The new shake features real, hand-scooped vanilla ice cream, vanilla syrup, and real milk, blended to order with pieces of M&M'S Milk Chocolate Candies and topped with whipped cream. A scoop of malt powder can be added for a classic malt taste. The shakes and malts sell for $2.99 at most company-owned restaurants, although pricing may vary.

"We believe our shakes and malts – made with real, hand-scooped ice cream and real milk – are the best in the fast-food world, so we always strive to find great ingredients that can make them even better," Haley said. "M&M'S Milk Chocolate Candies absolutely fit the bill, and this new shake is another ideal complement to our line of charbroiled burgers."

The "Cow Shake-Off" commercial continues Carl's Jr.'s decade-long trend of producing edgy, irreverent advertising aimed at young, hungry guys. The ad was created by advertising agency of record Mendelsohn|Zien, mastermind of many iconic Carl's Jr. ads including the Paris Hilton "That's Hot" spot and the "If it doesn't get all over the place, it doesn't belong in your face" campaign from the mid-90's. The commercial is currently airing in local restaurant markets and can be seen in the Now on TV section of www.carlsjr.com.

About Carl's Jr.
This year, Carl's Jr. celebrates 65 years in the quick-service industry. What began as a lone hot dog cart in Los Angeles, Calif. in 1941 is today an international organization that employs nearly 30,000 people worldwide. Carl's Jr. is a wholly owned subsidiary of CKE Restaurants, Inc. (NYSE: CKR) of Carpinteria, Calif. As of the first fiscal quarter ended May 22, 2006, CKE Restaurants, Inc., through its subsidiaries, had a total of 3,141 franchised or company-owned restaurants in 43 states and in 13 countries, including 1,062 Carl's Jr. restaurants, 1,963 Hardee's® restaurants and 100 La Salsa Fresh Mexican Grill® restaurants. For more information, or to find a Carl's Jr. near you, go to www.ckr.com or www.carlsjr.com.

About Masterfoods USA
Masterfoods USA, the United States food, snack and pet care operations of Mars, Incorporated, is one of the world's leading food manufacturers. With more than $5 billion in annual sales, the combined food, snack and pet care segments are a symbol of excellence for quality brands. Headquartered in Hackettstown, NJ, Masterfoods USA employs more than 8,000 associates in the United States, with 39 facilities nationwide. The company owns some of the world's favorite brands including M&M'S® Brand, SNICKERS® Brand, UNCLE BEN'S® Brand, PEDIGREE® Brand Food for Dogs, WHISKAS® Brand Food for Cats.

* A photo of the new Hand-Scooped Ice Cream Shake & Malts made with M&M'S Milk Chocolate Candies; stills, and footage of the original "Cow Shake" or new "Cow Shake-Off" television commercials are available upon request.