The Bourbon Burger is a crowd pleaser at Carl's Jr. & Hardee's and has been on the menu twice in recent years. In the latest iteration of the campaign, we tapped into the uniquely adult flavors of bourbon, and tapped into the iconic scene from The Graduate, and updated it to feature Heidi Klum, to prove the Bourbon Burger will make a man out of you.
We had over 442 Million earned media impressions and news coverage from around the world just weeks after the initial launch, translating to record sales during a time when the rest of the industry was negative.
When the product originally launched back in 2010, we focused on those who enjoy knockin’ back a good bourbon a little too often, and created EatResponsibly.com, a virtual meeting place for Bourbon Burger addicts. Here, “Bourbon Burgeraholics” can manage their addiction, answer questions about their condition and even stage an intervention.
That campaign was rounded out with a PSA-like TV spot and radio commercial, as well as in-store posters and square-shaped drink coasters that were placed in bars and clubs around town.
The 2010 Campaign
