This promotion occurs within Carl’s Jr. and Hardee’s broader “Feed Your Happy” campaign. As their website explains, the purpose of the campaign is to break through the mundanity of the day to day to deliver burgers. “[A] grain bowl might be the responsible lunch choice, but it doesn’t make you feel better when you’re paying bills and having lower back problems. You know what does, though? A cheesy, juicy burger from Carl’s Jr. or Hardee’s – the ultimate escape from the trials of everyday adulting,” explained Nick Kaplan, the Group Creative Director of the agency Hardee’s and Carl’s Jr. collaborated with.
QSR frames this as a mission Carl’s Jr and Hardee’s have undertaken to enable their consumer base to “live their most flavorful lives.” And, in the Valentine’s special press release sent to Mashed, Hardee’s expressed absolute certainty that the Heart Shaped Made from Scratch Biscuits will Feed Your Happy. A most flavorful Valentine’s Day awaits.