News

Hardee's goes Texan

September 28, 2010

In honor of Texan cowboys, Hardee’s has created an authentic Texas Toast Bacon Cheese Thickburger, and will be introducing a new southern spokesperson, Julie Henderson, a fashion and Sport Illustrated model of Houston, Texas. Beginning Sept. 29, fans and customers can see Henderson in the latest Hardee’s commercial.

“Texas is the definition of ‘all-American’ and our new Texas Toast Bacon Cheese Thickburger is a great all-American burger,” Brad Haley, Hardee’s executive vice president of marketing, said.

The new Texas Toast Bacon Cheese Thickburger features a charbroiled 100 percent Black Angus beef patty, crispy bacon, melted American cheese, red onions, tomato, lettuce and Sweet Baby Ray’s BBQ Sauce all on top of two thick slices of grilled Texas Toast. The burger is available in 1/4, 1/3, and 1/2-pound sizes and prices start at $2.79, or $4.79 for a small combo with Natural Cut Fries and a drink.

The new commercial was developed by Mendelsohn|Zien, a longtime partner with Hardee’s. The ad was directed by Chris Applebaum, the same director who directed the commercials with Paris Hilton. The ads can be viewed on Hardee’s YouTube channel.

In addition, starting Oct. 5, fans can win an autographed picture of Henderson, which will be a prize on The Wheel of Awesome application on Hardee’s Facebook page and Twitter account.