• by Nina Lentini  @Nina_Lentini, August 23, 2007

CKE Restaurants, which owns the Carl's Jr. and Hardee's chains, is launching an integrated, regional campaign on Monday to support the new Patty Melt Burger at Carl's Jr. centered on a rap song called "I Like Flat Buns."

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.