CKE Press Release

Bacon Velveeta Patty Melt

December 29, 2014

HAVE AN EPIC (PATTY) MELTDOWN AT HARDEE’S. YOU’LL FEEL BETTER.

Hardee’s new Bacon Velveeta Patty Meltdown calms meltdown kings Gary Busey and WWE champion Brock Lesnar in ad campaign

ST. LOUIS--(BUSINESS WIRE)--Don’t have a meltdown, eat one: the Bacon Velveeta® Patty Meltdown has arrived today at Hardee’s®. The new Bacon Velveeta Patty Meltdown features crispy Applewood-smoked bacon pieces, grilled onions and melted Velveeta cheese piled on top of a charbroiled 100 percent Black Angus beef Thickburger patty between two slices of grilled sourdough bread.Meltdown kings WWE Champion Brock Lesnar and actor Gary Busey star in the new ad campaign premiering on TV and radio today.

“This winter Hardee’s is kicking up the classic patty melt with the ultimate flavor combination of melting Velveeta cheese and thick-cut, Applewood-smoked bacon,” said Brad Haley, chief marketing officer at Hardee’s. “Served on top of your choice of 1/4-, 1/3- or 1/2-lbs. of charbroiled 100 percent Black Angus beef with grilled onions on grilled sourdough bread, we’re taking comfort food to a whole new level. And, since it’s the ultimate comfort food, our advertising campaign will creatively make the case for eating a Bacon Velveeta Patty Meltdown rather than having a meltdown.”

The Bacon Velveeta Patty Meltdown advertising campaign was created by Los Angeles- and Amsterdam-based creative agency 72andSunny. WWE World Heavyweight Champion Brock Lesnar tears it up in a new TV ad titled “Meltdown” that will begin airing on Dec. 29 and is available to watch on the Hardee’s YouTube page now. The ad utilizes footage from Lesnar’s famous meltdown that went viral in 2012 which has been seamlessly combined with new footage introducing an assistant who tries to calm him down with a Bacon Velveeta Patty Meltdown. The radio campaign features the quintessential meltdown king, Gary Busey, who is also eventually calmed by a Bacon Velveeta Patty Meltdown. The radio campaign also premieres Dec. 29.

The Bacon Velveeta Patty Meltdown is available starting at $4.79 and may be ordered in a combo meal with fries and a drink for $6.79. Prices may vary by location. For a limited time, visit hardees.com/coupons to download a coupon for $1 off any size Bacon Velveeta Patty Meltdown combo, valid at participating locations.

For more great comfort-food snacking, Chili Cheese Fries return to the Hardee’s menu, featuring hot and crispy Natural-Cut Fries topped with a heaping scoop of spicy beef chili and shredded cheddar cheese, served with a fork for $1.99.

Follow Hardee’s on Facebook, Twitter and Instagram for the latest product news and promotional offers. Download the Super Star® Rewards app from the iTunes Store and Google Play and check in to redeem 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 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 3,562 franchised or company-operated restaurants in 42 states and 33 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 77 percent franchised, with international restaurants representing 18 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.

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