Foodservice executives who still believed that taking a swipe at competitors in an ad campaign was a risk-free move were reminded recently of the dangers of making rivals the butt of humor in comparative-marketing efforts. That reminder came when CKE Restaurants sued rival Jack in the Box last month over TV spots that allegedly disparage the Angus beef products of CKE’s Hardee’s and Carl’s Jr. chains. Two spots promoting all-sirloin burgers at Jack in the Box play up their ...

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