Hardee's and Tar Heels to 'Turn It Blue' in Celebration of 100 Years of Carolina Basketball

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CHAPEL HILL, N.C. (BUSINESS WIRE) -- Hardee's(R) announced today a new sports marketing agreement with the University of North Carolina at Chapel Hill to celebrate the 100th anniversary of Carolina basketball as well as their shared heritage in North Carolina.

Hardee's will be an official sponsor of Carolina's 100th anniversary basketball activities which include numerous events to celebrate the centennial milestone of Tar Heel basketball.

Hardee's, which was founded in North Carolina in 1960, will be the exclusive quick-service restaurant partner for the 100th anniversary celebrations. The special Hardee's blue logo will appear on signage and on video boards within the Dean E. Smith Center. Special discount coupons for Hardee's menu items will be handed out to Tar Heel fans to redeem at restaurants throughout North Carolina.

The Hardee's logo - specially adapted to the famous 'Carolina Blue' color - will be featured in the Smith Center during the course of the upcoming 2009-2010 Tar Heel basketball season. Hardee's will also include the 100th Carolina Basketball logo on product packaging and in marketing display materials in the more than 200 Hardee's restaurants operated throughout North Carolina.

"We are very excited to celebrate the 100th milestone of Carolina basketball with this partnership of two 'winners' born here in North Carolina," said Jerry Allsbrook, chief marketing officer for Boddie-Noell Enterprises, the largest Hardee's franchisee both in North Carolina and the U.S. Like Hardee's, Boddie-Noell was founded in North Carolina and has a long-time relationship of support with the University.

"As a five-time and now defending national champion, the Tar Heels are true winners in North Carolina and across the country. Hardee's, like the Tar Heels, is another Carolina-born winner with a successful history of featuring a winning lineup of Made From ScratchTM biscuits and the line of 100% Angus Beef Thickburgers(R)," said Allsbrook.

As a sponsor of the 100th Anniversary of Carolina Basketball, Hardee's will participate in the UNC Legends Weekend on Feb. 12 which features Carolina basketball players from several decades. These players are returning for this special weekend of activities to celebrate the 100th year. Hardee's will also sponsor fan activities at both games with special coupons and giveaway items.

About Hardee's

Celebrating over 48 years in the quick-service industry, Hardee's Food Systems is a wholly owned subsidiary of CKE Restaurants, Inc. (NYSE:CKR) of Carpinteria, Calif. As of the end of its fiscal 2010 first quarter, CKE Restaurants, Inc., through its subsidiaries, had a total of 3,133 franchised, licensed or company-operated restaurants in 42 states and in 14 countries, including 1,205 Carl's Jr. restaurants and 1,915 Hardee's restaurants.

SOURCE: Hardee's

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