“Our target before and our target still is what we call young, hungry guys. They’re 18-to-34 year-old men. Over time, the demographics and the psychographics in that group have evolved and that group is, among many other things, more concerned about what’s in their food, where it came from, how clean it is, etc.,” Haley said at the time. “But we’re not apologetic about the direction of the old campaign. It was very effective. It was certainly attention getting.