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Playboy Founder Hugh Hefner Promotes Carl's Jr.'s Six Dollar Burger

First Major Television Ad Campaign
In Hefner's 50-year career

Two American pop- icons, Hugh Hefner and Carl's Jr., have joined together in a new advertising campaign, themed "variety." The advertisements, which are scheduled to begin airing today, humorously allude to Hefner's enjoyment of variety and take an unexpected twist as he devours a Six Dollar Burger -- one of five burgers featured in a new line of Six Dollar Burgers, also announced today.

"I have never been one for doing commercials, but this seemed like a good business opportunity since we share a similar target audience -- namely guys," said Hefner. "On a personal level, I love Carl's Jr. burgers. I may live in the Playboy Mansion, but I still get hungry for a big, delicious burger from time to time."

"Who better to deliver the message of variety than Hugh Hefner?" posed Andy Puzder, president and CEO of CKE Restaurants, Inc. "We're appealing to an audience of young, hungry guys who expect a quality product but want to have something different from time to time. As a pop-icon, Hefner appeals to our target audience and credibly communicates our message of variety."

Also announced today, the Carl's Jr. Six Dollar Burger line builds on the success of the quick-service restaurant chain's award-winning menu item, The Six Dollar Burger. In addition to the original Six Dollar Burger, there are now four additional flavors to choose from: The Guacamole Bacon Six Dollar Burger, The Western Bacon Six Dollar Burger, The Bacon Cheese Six Dollar Burger and The Chili Cheese Six Dollar Burger.

The Six Dollar Burger was introduced in July 2001 and became one of the most successful new products in the quick-service restaurant industry. The premium quality burger is promoted as the "only sit-down-restaurant-style" burger available in a quick-service restaurant and would cost customers a minimum of $6 at a casual dining location. The Six Dollar Burger is an excellent value at $3.95 (suggested retail price, prices may vary).

Carl's Jr. is a wholly owned subsidiary of CKE Restaurants, Inc. (NYSE:CKR) of Carpinteria, California. CKE Restaurants, through its subsidiaries, franchisees and licensees, operates over 3,200 restaurants in 44 states and in 14 countries, including 1,000 Carl's Jr. restaurants, 2,154 Hardee's and 100 La Salsa Fresh Mexican Grills. For more information, go to www.ckr.com or www.carlsjr.com .