The patty melt was introduced on Wednesday and is reminiscent of the classic diner-style patty melt, according to Brad Haley, EVP/marketing for Carl's Jr. restaurants. A Patty Melt Thickburger was introduced in May at the Hardee's chain, and the rap song was created as a radio spot for that product.
Because the song "was hugely popular with guests," a CKE spokesperson says the company is making it available for download at its carlsjr.com and hardees.com sites, where visitors can download to an MP3 player or get a ring tone.
A 30-second "Flat Buns" spot created by Mendelsohn | Zien, L.A., will run in Carl's Jr. markets in the West and Southwest and in Hardee's Midwest and Southeastern markets, directing viewers to the web sites. A 60-second radio ad complements the campaign.
The ad was directed by Chris Applebaum, known for his hip, stylish music videos and director of Carpinteria, Calif.-based CKE's 2005 Paris Hilton ads.
The new Patty Melt Burger will be sold at participating Carl's Jr. restaurants in single ($2.89), double ($3.89), and Six Dollar Burger ($4.59) varieties. Pricing varies regionally.