- Hardee's has launched "Show Us Your Meemaws," a nationwide search for a grandmother-figure to become its next official spokesperson, fronted by comedian Caleb Pressley.
- Fans can nominate their grandmothers, or themselves, via video on Instagram, TikTok, Facebook, X, or Threads from July 30 through August 30, 2026.
- The winner gets a $65,000 "retirement boost," a signature menu item named after her at every location, and a year as the face of the brand. The winner is set to be announced September 4.
- This is Pressley's first campaign with Hardee's, adding to a portfolio that already includes Cash App, DoorDash, and Chica Chida.
Hardee’s wants a new face for the brand, and this time it’s putting out an open casting call to grandmothers everywhere.
The chain announced “Show Us Your Meemaws” on August 3, 2026, from its Franklin, Tennessee, headquarters, a nationwide contest to find “The Hardee’s Meemaw”, a charming, no-nonsense, biscuit-loving icon to represent the company. Fronting the campaign is comedian Caleb Pressley.
Guests can nominate their own grandmother, or themselves, by submitting a video to Instagram, TikTok, Facebook, X, or Threads. Submissions run July 30 through August 30, 2026, and a panel of Hardee’s judges will pick a winner, expected around September 4.
The prize is substantial: a $65,000 “retirement boost,” a signature meal bearing her name added to menus nationwide, and a full year as the official face of the brand.
“We know many of our guests have fond memories of sharing meals with their grandparents at Hardee’s,” said Sarah Breymaier, the chain’s vice president of brand marketing, in the announcement. “Caleb was the perfect partner for this campaign. His authentic humor and charismatic storytelling bring the spirit we’re looking to capture.”
Pressley, an Asheville, North Carolina native and former University of North Carolina walk-on quarterback, built his platform at Barstool Sports before launching his own interview show, Sundae Conversation, where he talks with celebrities over bowls of ice cream. In 2024, he announced New Artist of the Year at the CMA Awards and took part in Concert for Carolina in Charlotte.
This marks Pressley’s first campaign with Hardee’s, adding to an endorsement list that already includes Cash App, DoorDash, and Chica Chida. Hardee’s, for its part, has a long history of celebrity-fronted campaigns, having previously partnered with Will Smith, Thomas Rhett, and Paris Hilton.
The Meemaw search fits a broader 2026 pattern of personality-driven fast-food marketing, following moves like Rob Rausch fronting Zaxby’s Alabama White BBQ Sauce launch and Bethenny Frankel opening her own Supermodel Cafe pop-up.
Takeaways
This isn’t your typical celebrity endorsement. Hardee’s isn’t just hiring one famous face; it’s crowdsourcing one from its own customer base, with Pressley as the comedic glue holding the search together.
This is a low-risk, high-reach play: user-generated video content does the marketing work for the brand across five platforms at once, while the $65,000 prize and permanent menu placement give nominees real skin in the game.
Will crowdsourced spokesperson searches like this become the new playbook for fast-food brands chasing organic social reach? Does attaching a real cash prize and a permanent menu item change how seriously people take their nominations?
