Hardee's 'Grandpa' Spot Intros Mushroom Thickburger
In the latest example of quick-serve burger chains competing to attract consumers trading down from casual or more upscale dining venues, Hardee's is offering a new Portobello Mushroom Melt Thickburger.
Like most other Thickburgers, this variation (available on a limited-time basis) features one-third pound of charbroiled, 100% Black Angus beef. The toppings are Portobello mushrooms sautéed in a garlic-butter sauce, caramelized, grilled onions and two slices of cheese; the bread is sourdough. Price: $3.79 solo or $5.79 as part of a combo meal including fries and a beverage.
The chain explicitly promotes the new item as "fine dining and fast-food fare coming together" in its launch release.
However, the commercial for the new burger, from longtime Hardee's/ Carl's Jr. agency Mendelsohn/Zien Advertising, takes a mainstream approach. The spot -- which begins its television run next week but is already on YouTube -- shows a grandfather scoffing at his beloved, traditional patty melt being "fancied up" with Portobello mushrooms and Black Angus beef, but clearly unwilling to give it up to the "young, hungry guy" next to him, who's also eating one of the new burgers.
Hardee's menu already includes nine different Thickburger selections, including mushroom and Swiss, low-carb, bacon cheese, a $6 version, and one-quarter pound and two-third pound versions.
Hardee's will also promote the burger and broadcast "mushroom facts and tidbits" through its Facebook page and Twitter handle.
Recent Marketing Daily Articles
-
Mobile Important For Hispanic Shoppers May 23, 5:10 p.m.
Marketers looking to capture more of the growing Hispanic market in the U.S. would do well ... -
CoreBrand: Brand Favorability Low May 23, 4:33 p.m.
Brand consultancy CoreBrand says awareness isn't everything. Awareness is up across the board for the top ... -
Ford Launches European Campaign May 23, 1:36 p.m.
Ford of Europe is backing the 2013 UEFA Champions League Final football match and launching a ... -
Study: Social Media Driving CSR May 23, 11:32 a.m.
With tax evasion and third-world factory collapses dominating headlines, a new study on the role of ... -
Mondelez Goes Social, AR In Band-Tour Sponsorship May 23, 8:14 a.m.
In two firsts for the company, Mondelez International is using a fan as a social media ... -
Beer Category Grows Most In Brand Rankings May 23, 12:40 a.m.
Beer was the highest growth category in this year’s BrandZ rankings -- up 36% year-over-year, according ... -
Saks Soars; Target Misses May 22, 6:10 p.m.
It’s a buzzy week for retailers. While mass chains such as Target and Lowe’s say the ... -
Cricket Makes More From Less May 22, 4 p.m.
Prepaid wireless carrier Cricket Communications is taking direct aim at customers of the larger, post-paid companies ... -
Seattle's Best Promos New Drive-Thru Format May 22, 3:43 p.m.
Seattle’s Best Coffee has simultaneously opened 10 “drive-thrus” in the Dallas/Fort Worth area. This marks the ... -
Balance Bar Unveils 1st National TV Ads In 10+ Years May 22, 6:26 a.m.
Balance Bar -- one of America’s first nutrition/energy bar products (launched in 1992) -- is looking ...
Be the first to comment on "Hardee's 'Grandpa' Spot Intros Mushroom Thickburger "
Leave a Comment