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Carl's Jr., Hardee's leverages Epic Meal Time for new TV spot

July 1, 2013

Hardee's and Carl's Jr. are airing a new commercial highlighting their new Super Bacon Cheeseburger, which features six slices of bacon. The commercial features Harley Morenstein and Muscles Glasses, stars of YouTube's "Epic Meal Time," and premieres today.

"Epic Meal Time" is a YouTube-based cooking show with more than 5 million subscribers and half a billion video views. During each segment, the hosts create "epic" takes on classic meal items, and bacon is a frequent ingredient.

"The Super Bacon Cheeseburger is a truly epic creation that celebrates all that is glorious about bacon," said Brad Haley, CMO of the brands' parent company CKE Restaurants. "Who better to help us advertise it than the stars of Epic Meal Time, Harley and Muscles Glasses, whose love for bacon is so extreme that it, at times, borders on inappropriate? Our target audience of young, hungry guys spends a lot of time watching videos on YouTube, and the Epic Meal Time channel is a favorite."

The new ad marks the first time the "Epic Meal Time" stars have appeared in a commercial for broadcast TV. Titled "Bacon to the Sixth Power," the new spot was created by Los Angeles- and Amsterdam-based creative agency 72andSunny.

The CKE Restaurants' brands introduced the Super Bacon Cheeseburger in May. The Super Bacon Cheeseburger can also be ordered "epic," which brings the total bacon count up to 12 strips. Prices start at $3.99 for the original version and may vary by location.

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