News

Carl's Jr., Hardee's kick off X-Men promotion

July 22, 2013

CKE Restaurants Holdings Inc., parent company of Carl's Jr. and Hardee's restaurants and 20th Century Fox, announced a promotional partnership for the theatrical release of "X-Men: Days of Future Past," in theaters May 23, 2014.

The upcoming promotion includes advertising, in-restaurant merchandising, collectors' cups and a new film-themed burger. Brad Haley, chief marketing officer, said the promotion fits the brands' target demographic of the "young, hungry guy."

"Super hero films don't get any bigger than next year's "X-Men: Days of Future Past" with many of the cast of the original X-Men films joining with the cast of X-Men: First Class," Haley said. "Carl's Jr. and Hardee's will reveal more details about the partnership, as well as the secret identity of our X-Men-themed burger, in the coming months."

In the meantime, the promotion kicked off July 20 with the brands' Star Diner food truck feeding attendees at Comic-Con's Interactive Zone.

"We couldn't be more excited to partner with Carl's Jr. and Hardee's for our biggest X-Men movie yet, X-Men: Days of Future Past," said Zachary Eller, senior vice president, marketing partnerships and promotions at 20th Century Fox. "Their fun and irreverent advertising campaigns are a great fit with our film."

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