Carl's Jr., Hardee's pile on the bacon for Superman promotion

Tapping the power of bacon, sister brands Carl’s Jr. and Hardee’s launched a new commercial this week to promote the Super Bacon Cheeseburger, featuring the stars of “Epic Meal Time” and the offer of even more bacon.

CKE Restaurants Holdings Inc., parent to the Carl’s Jr. and Hardee’s quick-service chains, launched the Super Bacon Cheeseburger in a May promotion tied to the Superman movie, “Man of Steel.” The burger features six strips of bacon woven into a “crispy bacon nest.”

With the new commercial that began airing Monday, the Carpinteria, Calif.-based company is upping the ante on bacon, offering guests the opportunity to order the burger “epic style,” with two bacon nests for a total of 12 strips of bacon.

The commercial features Harley Morenstein and Muscles Glasses, two beefy men who star on the YouTube program “Epic Meal Time,” an online cooking show of sorts that's known for its over-the-top take on classic dishes. On the program, bacon is rarely missing as an ingredient.

“The Super Bacon Cheeseburger is a truly epic creation that celebrates all that is glorious about bacon,” said Brad Haley, CKE’s chief marketing officer, in a statement. “Who better to help us advertise it than the stars of ‘Epic Meal Time,’ Harley [Morenstein] and Muscles Glasses, whose love for bacon is so extreme that it, at times, borders on inappropriate?”

CKE has long been known for its advertisements that revolve around women with generous cleavage and little in the way of clothing. The new commercial, titled “Bacon to the Sixth Power,” takes a somewhat less racy approach — depending on how viewers feel about watching men stuff bacon into their mouths by the fistful.

The new ad was created by Los Angeles- and Amsterdam-based creative agency 72andSunny.

The price for the Super Bacon Cheeseburger starts at a recommended $3.99 for the original version.

CKE operates or franchises 3,318 restaurants in 42 states and 28 foreign countries, including 1,369 Carl’s Jr. and 1,944 Hardee’s.

Contact Lisa Jennings at [email protected].
Follow her on Twitter: @livetodineout