#MoreThanMeat: Sisters Call for Boycott of Carl's Jr.
You may or may not have a Carl's Jr. restaurant in your state, but you're probably familiar with their racy advertisements, which make headlines every couple of years for their depiction of bikini-clad women, for all intents and purposes, making out with cheeseburgers. But if you haven't seen them before, they look like this:
Sexy woman! Sexy meat! It doesn't take a psychiatrist to figure out the subtext here. Now, though, two Utah sisters are taking the burger chain to task for its portrayal of female subjects.
Lexie and Lindsey Kite founded Beauty Redefined, a non-profit organization dedicated to "rethinking our ideas of 'beautiful' and 'healthy' that we've likely learned from for-profit media that thrives off female insecurity." Speaking on CNBC's Closing Bell, the sisters described their campaign, which calls for the boycott of Carl's Jr.
"We definitely target media that ... treats girls and women as a compilation of body parts, as something to be used and consumed and then discarded," Lindsey told CNBS. "That's definitely what Carl's Jr. does with women in their advertisements."
The sisters, both of whom hold PhDs in media studies and body image, are raising awareness on Twitter using the hashtags #CutTheCarls and #MoreThanMeat:
Responding to the campaign, parent company CKE Holdings reached out to CNBC with the following statement:
"The women in our award-winning ads are intelligent, talented and beautiful professional actresses and models. We have only the greatest respect for women and their contributions to society at all levels in business, at home and in the community. We regret that everyone may not view our advertising the same way."
Head over to the Beauty Redefined homepage for more about Lexie and Lindsey Kite's campaign.