Carl's Jr.(r) Launches Sequel To Popular 'Cow Shake' Ad To Promote New Hand-scooped Ice Cream Shakes & Malts(tm) Made With M&m's(r) Milk Chocolate Candies

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

(Tuesday, September 05, 2006) - Cow shaking is back
at Carl's Jr.(R)! 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(TM), 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(R) 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 Anaheim, 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(R) restaurants and 100 La Salsa Fresh
Mexican Grill(R) 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(R) Brand, SNICKERS(R) Brand, UNCLE
BEN'S(R) Brand, PEDIGREE(R) Brand Food for Dogs, WHISKAS(R) 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.

View all Carl's Jr Press Releases

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