The campaign, developed alongside Barstool Sports personality Caleb Pressley, seeks to crown a new face for the brand for the upcoming year. According to Sarah Breymaier, vice president of brand marketing, the search aims to honor the long-standing tradition of families sharing meals at Hardee's locations. The company is specifically looking for candidates who demonstrate sass, charm, and a distinct, no-nonsense personality.

To enter, contestants must post a video submission on social media platforms like Instagram, TikTok, or X, tagging the brand and explaining why their nominee fits the bill. The submission window remains open until August 30, 2026, with a panel of experts scheduled to announce the winner on September 4. The chosen winner stands to receive a $65,000 retirement boost, the opportunity to have a signature meal featured on menus nationwide, and the role of official brand ambassador.