LOS ANGELES (Reuters) — CKE Restaurants Inc., parent of the Carl’s Jr. and Hardee’s fast-food chains, sued rival Jack In the Box Inc. Friday over new television commercials it says mislead customers into confusing CKE’s Angus hamburgers with meat from a cow’s anus.
The ads promoting Jack in the Box’sÂ new line of sirloin burgers take aim at Angus beef, which CKE , McDonald’s Corp.Â and Burger King Holdings Inc. Â use in their fanciest burgers.
In one of the ads at issue, Jack in the Box’s bubble-headed mascot, Jack, points to a diagram of meat cuts showing that sirloin comes from a cow’s mid-section. A colleague asks Jack to point to the “Angus area” of the cow, and draws a circle in the air. Jack responds: “I’d rather not.”
In another spot, a group of fictional Jack in the Box employees laugh uncontrollably when a co-worker says the word “Angus” during a presentation about its competitor’s burgers.