New York-based Cliff Freeman & Partners yesterday won the $80 million Hardee’s Food Systems account.

Freeman himself pitched for the account, beating off rival bids from California’s TBWA/Chiat/Day and Westwayne in Atlanta. Richmond’s Martin Agency, another finalist, pulled out of the race.

Although Freeman also handles a not dissimilar account, Quizno’s sandwich chain, differences in trading areas, consumer bases and dayparts prevent any unworkable client conflict.

The creative work, expected early next year, will avoid the edgy feel of the Quizno’s ads. “Our customers are southeastern and midwestern with traditional values,” commented Brad Haley, chief marketing officer at Hardee’s. “Edgy, in your face, is not the formula. Humorous and breakthrough is.”

News source: Advertising Age - Daily Deadline