Carl’s Jr. and Hardee’s Unveil Jim Beam Bourbon Burger

    Industry News | March 20, 2013

    In yet another fast food first, Carl’s Jr. and Hardee’s will begin selling burgers with the taste of a branded, distilled spirit when they introduce the new Jim Beam Bourbon Burger. 

    The Jim Beam Bourbon Burger features rich and tangy sauce flavored with Jim Beam bourbon – the world’s No. 1-selling bourbon – onion straws, two strips of bacon, pepper-Jack cheese, lettuce and tomato, all atop a beef patty and served on a sesame seed bun. The Jim Beam Bourbon Burger is available now at all Hardee’s restaurants and at all Carl’s Jr. locations.
    “Higher-end restaurants have long served menu items flavored with branded spirits but, until now, they had yet to find their way onto fast food menus, and we considered it our mission to change that,” says Brad Haley, chief marketing officer for Carl’s Jr. and Hardee’s. “The sweet, smoky flavors of Jim Beam bourbon go really well with the great taste of a charbroiled burger, and the folks at Jim Beam were just as excited about the pairing as we were. While there is no residual alcohol in the sauce, that wonderful bourbon taste remains and is enhanced by the smoky flavors of bacon, the spice of pepper-Jack cheese, the salty-crunch of crispy onion straws, and fresh lettuce, and tomato. And, who better to help us promote this burger for grown-up tastes than the incomparable Heidi Klum?”
    The Jim Beam Bourbon Burger is available as an entrée for $3.59 or as a combo meal with fries and a drink for $6.09 at Carl’s Jr. and $5.59 at Hardee’s. Prices may vary by location.
    Supermodel Heidi Klum takes on the iconic role of Mrs. Robinson in the new commercial for the Jim Beam Bourbon Burger, inspired by the classic coming-of-age movie "The Graduate." Created by Los Angeles- and Amsterdam-based creative agency 72andSunny, the commercial, titled “Mrs. Robinson,” depicts Heidi tempting a naive younger man with this indulgent burger. The commercial will begin airing nationally on March 25.
    “For Carl's Jr. and Hardee's, paying homage to this iconic movie moment is an appropriately fun and irreverent way to introduce the mature taste of bourbon to hungry guys,” says Glenn Cole, founding partner and CCO at 72andSunny. "In casting the new Mrs. Robinson, we hoped to find someone with as much savvy, sophistication and sex appeal as the original Mrs. Robinson. In Heidi Klum, we got a wildly successful producer, businesswoman, TV host, and one of the most iconic supermodels of all time. Not a bad day at the office."
    “The Bourbon Burger is no ordinary burger. It was truly the star of this commercial and I was proud to play the supporting role,” says Klum. “I’m not sure who had more touch-ups – me with the hair and lip gloss or the Bourbon Burger with the readjusting of the lettuce, spritzing of the tomatoes, and fluffing of the bun.”
    News and information presented in this release has not been corroborated by WTWH Media LLC.