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Hardee's taps Gary Busey, Brock Lesnar to promote new Bacon Velveeta Patty Meltdown

December 29, 2014

Hardee's today introduced its new Bacon Velveeta Patty Meltdown, with Applewood-smoked bacon, grilled onions and melted Velveeta cheese on a Black Angus beef Thickburger patty between two slices of grilled sourdough bread.

The brand has selected WWE Champion Brock Lesnar and actor Gary Busey to promote the new offering in its TV and radio ads.

"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," CMO Brad Haley said in a news release. "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.

Lesnar appears in the TV ad titled "Meltdown" that begins airing today. The ad features footage from Lesnar’s famous meltdown that went viral in 2012 which has been combined with new footage introducing an assistant who tries to calm him down with a Bacon Velveeta Patty Meltdown. The radio campaign, which also premieres today, features Busey, who is also eventually calmed by a Bacon Velveeta Patty Meltdown.

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.

Additionally, Chili Cheese Fries have returned to Hardee's menu, featuring fries topped with spicy beef chili and shredded cheddar cheese, served with a fork for $1.99.