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Carl's Jr., Hardee's land promotional partnership with 'Man of Steel'

May 16, 2013

CKE Restaurants Holdings Inc., parent company of Carl's Jr. and Hardee's restaurants, and Warner Bros. Pictures have announced a promotional partnership for the theatrical release of "Man of Steel," in theaters June 14.

The upcoming promotion includes advertising, in-restaurant merchandising, online marketing, collectors' cups, kids' meal toys and a still-secret new burger.

"When Warner Bros. approached us about partnering with them on the 'Man of Steel' film, we jumped at the chance since it is, undoubtedly, going to be the movie event of the summer," said Brad Haley, chief marketing officer of Carl's Jr. and Hardee's.

Haley added that the partnership is ideal for the brands' targeted demographic of "young, hungry guys."

"Our job is to give them a burger that is just as super as the Man of Steel, but we don't want to reveal its secret identity just yet," he said.

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