Introducing the New Big, Bold Texas BBQ Thickburger from Carl’s Jr. and Hardee’s

Sports Illustrated swimsuit star Hannah Ferguson gets back to her Texas roots in star-studded ad campaign

CARPINTERIA, Calif.--()--Today Carl’s Jr.® and Hardee’s® salute the great state of Texas’ fine tradition of BBQ with their newest meat-on-meat burger creation: the Texas BBQ Thickburger®, now available at participating Hardee’s restaurants and at Carl’s Jr. restaurants on Wednesday.

The new Texas BBQ Thickburger features tender, smoked beef brisket, spicy mesquite BBQ sauce, crispy jalapeno and onion strips, and melted American cheese, all piled high on a charbroiled 100 percent Black Angus beef Thickburger patty and served on a Fresh Baked Bun. Beginning with the launch of the Texas BBQ Thickburger, Carl’s Jr. and Hardee’s now will offer their full lineup of premium, charbroiled 100 percent Black Angus beef Thickburgers in new sizes to satisfy the appetites of its “young, hungry guy” target. Both chains will now offer 1/3-lb. and 1/2-lb. Thickburger sizes and Hardee’s will also offer a 1/4-lb. size.

The chains will celebrate the Lone Star State-inspired burger with a new, all-star ad campaign, premiering next week. Texas native and Sports Illustrated swimsuit model Hannah Ferguson takes the reins as the newest spokesmodel for the chains and will be joined by the surprise, much anticipated return of a Carl’s Jr. and Hardee’s advertising legend.

“Texans know their beef and they know their BBQ, so they were the inspiration for our newest ‘meat-on-meat’ burger,” said Brad Haley, chief marketing officer of Carl’s Jr. and Hardee’s. “The smokiness of the tender beef brisket and the tanginess of the spicy mesquite barbecue sauce really complement the charbroiled taste of our 100 percent Black Angus beef Thickburger patties. For even more Texas-inspired flavor, we add spicy, crispy jalapeno and onion strips, also known as Texas Toothpicks®, along with a slice of melting American cheese and serve it all on one of our signature Fresh Baked Buns that we bake fresh inside our restaurants every day. It’s the big, bold tastes of Texas...on a burger.

“And who better to help us introduce the Texas BBQ Thickburger than San Angelo, Texas native and Sports Illustrated swimsuit model Hannah Ferguson?” Haley continued. “Hannah grew up eating great BBQ and lends authentic Texan spirit to the advertising campaign. Along with Hannah, we’re also excited to be reuniting with one of our most iconic Carl’s Jr. and Hardee’s advertising stars for an advertising campaign that’s as big as the burger. Stay tuned for more on that.”

The Texas BBQ Thickburger ad campaign was created by Los Angeles- and Amsterdam-based creative agency 72andSunny and will premiere on TV and online July 28. Exclusive behind-the-scenes footage and on-set interviews with the commercial stars can be viewed on the chains’ YouTube channels (www.youtube.com/carlsjr and www.youtube.com/hardees) next week.

“With both chains offering 1/3-lb. and 1/2-lb. 100 percent Black Angus beef Thickburgers, our guests not only have more choices, but those choices are more like the ones available at so-called casual-dining restaurants than at traditional fast food chains,” Haley added.

The Texas BBQ Thickburger is available starting at $4.39 and may also be ordered in a combo meal with fries and a drink for $6.89. For a limited time, guests may order the crispy fried jalapeno and onion strips as a side item for $1.99. Prices may vary by location.

Follow Carl’s Jr. and Hardee’s on Facebook (www.facebook.com/carlsjr and www.facebook.com/hardees), Twitter (www.twitter.com/carlsjr and www.twitter.com/hardees) and Instagram (@CarlsJr and @Hardees) for the latest details on the Texas BBQ Thickburger and additional promotional offers. Download the Super Star® Rewards app from the iTunes Store and Google Play and check in to redeem Carl’s Jr. and Hardee’s products on the spot, save points for a high-value reward, check out the full menu and use the store locator to find any Carl’s Jr. or Hardee’s in the U.S.

About CKE Restaurants Holdings, Inc.

CKE Restaurants Holdings, Inc. (“CKE”) is a privately held company headquartered in Carpinteria, Calif. Through its subsidiaries, CKE owns and licenses Carl’s Jr.® and Hardee’s® quick-service restaurants. CKE operates Carl’s Jr. and Hardee’s as one brand under two names acknowledging the regional heritage of both banners. CKE has a total of 3,499 franchised or company-operated restaurants in 42 states and 31 foreign countries and U.S. territories. Known for its one-of-a-kind premium menu items such as 100 percent Black Angus Thickburgers®, Made from Scratch™ Biscuits, Hand-Breaded Chicken Tenders™ and Fresh Baked Buns, as well as an award-winning marketing approach, the Carl’s Jr./Hardee’s brand continues to deliver substantial and consistent growth in the U.S. and overseas. The Carl’s Jr./Hardee’s system is now 75 percent franchised, with international restaurants representing 17 percent of the system. For more information about CKE, please visit www.ckr.com or its brand sites at www.carlsjr.com and www.hardees.com.

Contacts

CKE Restaurants Holdings, Inc.
Kathleen Bush, 805-745-7741
kbush@ckr.com
or
Weber Shandwick
Allison Wilson, 310-854-8261
awilson@webershandwick.com

Today Carl's Jr.® and Hardee's® salute the great state of Texas' fine tradition of BBQ with the new Texas BBQ Thickburger® featuring tender, smoked beef brisket, spicy mesquite BBQ sauce, crispy jalapeno and onion strips, and melted American cheese, all piled high on a charbroiled 100 percent Black Angus beef Thickburger patty and served on a Fresh Baked Bun. (Photo: CKE Restaurants)

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Release Summary

Carl’s Jr. and Hardee’s introduce the new Texas BBQ Thickburger. Swimsuit model Hannah Ferguson is set to star in the ad campaign with a surprise cameo by a Carl’s Jr. and Hardee’s advertising legend.

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Contacts

CKE Restaurants Holdings, Inc.
Kathleen Bush, 805-745-7741
kbush@ckr.com
or
Weber Shandwick
Allison Wilson, 310-854-8261
awilson@webershandwick.com