Revenge of the monster burger? Hardee's billboards planned before "Malice at the Palace.".

• Author: Kaelble, Steve
• Position: Around Indiana - Hardee's Food Systems Inc.

GOODWILL TOWARD Detroit was in short supply among central Indiana basketball fans following the Nov. 19 brawl that cost the Indiana Pacers their top stars. A little ribbing of Pistons fans certainly was in order.

That was the thinking at St. Louis-based Hardee's Food Systems as it launched a new billboard campaign around Indianapolis. The billboards, picturing a monstrous burger in front of a basketball, declare that "Skinny Burgers are for Detroit Fans." They peddle the chain's new Monster Thickburger, a behemoth of a sandwich with two-thirds of a pound of beef, 1,420 calories and 107 grains of fat.

The irony is that the billboard campaign was dreamed up long before Ron Artest charged into the stands to find the fan who tossed a drink cup at him. "The whole idea started here in St. Louis," explains Steve Lemley, vice president of field marketing and media for Hardee's. "We did 'Skinny Burgers are for Cubs Fans.'"

Playing off the longtime baseball rivalry made sense, especially since there are no Hardee's restaurants in Chicago. The campaign worked right through the playoffs and into the World Series, because none of the Cardinals' post-season opponents were from cities served by Hardee's.

The idea went over so well in St. Louis that Hardee's decided to export it to other locations and sports. "We did it in Kansas City against the Broncos, and in Iowa one of our franchisees did a billboard reading 'Skinny Burgers are for Cyclone Fans,'" a jab at Iowa State.

"This year we're signed up as a sponsor of the...