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Heidi Klum promotes CKE's new Jim Beam Bourbon Burger

March 19, 2013

Carl's Jr. and Hardee's restaurants have introduced the new Jim Beam Bourbon Burger.

The offering features rich and tangy sauce flavored with Jim Beam bourbon — one of the top-selling bourbons in the world — as well as crispy onion straws, two strips of bacon, pepper Jack cheese, lettuce and tomato, all atop a charbroiled beef patty and served on a sesame seed bun.

The Jim Beam Bourbon Burger is available now at all Hardee's restaurants and will be at all Carl's Jr. locations starting tomorrow.

According to Brad Haley, chief marketing officer for the brands, the rollout marks the first time a QSR menu item has been flavored with branded spirits. The practice is been common at higher-end restaurants, however.

"The sweet, smoky flavors of Jim Beam bourbon go really well with the great taste of a charbroiled burger, and the folks at Jim Beam were just as excited about the pairing as we were. While there is no residual alcohol in the sauce, that wonderful bourbon taste remains and is enhanced by the smoky flavors of bacon, the spice of pepper Jack cheese, the salty-crunch of crispy onion straws, and fresh lettuce and tomato," Haley added.

The burger is available as an entrée for $3.59 or as a combo meal with fries and a drink for $6.09 at Carl's Jr. and $5.59 at Hardee's. Prices may vary by location.

Heidi Klum signs on

Supermodel Heidi Klum is the latest celebrity spokesperson to promote a new offering from the brands, succeeding stars such as Kate Upton, Audrina Patridge, Paris Hilton, Kim Kardashian and Padma Lakshmi.

In the latest commercial, Klum takes on a Mrs. Robinson-like role inspired by the movie The Graduate. Created by Los Angeles- and Amsterdam-based creative agency 72andSunny, the commercial, titled "Mrs. Robinson," depicts Klum tempting a younger man with this indulgent burger. The commercial will begin airing nationally on March 25.

"For Carl's Jr. and Hardee's, paying homage to this iconic movie moment is an appropriately fun and irreverent way to introduce the mature taste of bourbon to hungry guys," said Glenn Cole, founding partner and CCO at 72andSunny. "In casting the new Mrs. Robinson, we hoped to find someone with as much savvy, sophistication and sex appeal as the original Mrs. Robinson. In Heidi Klum, we got a wildly successful producer, businesswoman, TV host and one of the most iconic supermodels of all time."

Exclusive behind-the-scenes footage and interviews with Klum on the set of the commercial shoot can be viewed on the brands' YouTube channels (www.youtube.com/carlsjr and www.youtube.com/hardees). The 30-second commercial will be available online later this month.

Read more about food and beverage promotions.