By Barry Janoff
August 26, 2015: Ronda Rousey's UFC's victorious UFC bouts have been lasting about 30 seconds.
We're not sure how long it would take her to eat a Cinnamon Swirl French Toast Breakfast Sandwich at Carl's Jr., but we're about to find out.
The undefeated UFC champion will appear in a multi-media campaign for Carl's Jr. and sibling Hardee to support the Cinnamon Swirl French Toast Breakfast Sandwich, with the tie-in being, according to the divisions of CKE Restaurants, that it is a "perfect balance of sweet and savory."
The campaign, "Winning Combination," will break next week with TV, Internet, social media including Facebook and Twitter and POP.
Lead agency is 72andSunny.
Carl's Jr. and Hardee's have used celebrity figures before — including Kate Upton, Paris Hilton, Kim Kardashian, Charlotte McKinney, Sara Underwood and Emily Ratajkowski.
The use of Rousey is a decided change in tactic for the fast-feeders, which has generally envisioned its female leads as seen through the lens of a men's magazine camera.
“Ronda Rousey is impressive in so many ways and we’re huge fans,” Brad Haley, CMO for Carl’s Jr. and Hardee’s restaurants, said in a statement. “While she’s best known for her ultimate fighting ability, she also has a sweet side, which made her the perfect choice to star in the new Cinnamon Swirl French Toast Breakfast Sandwich ad. They both pack a mean one-two punch.”
The spot intersperses shots of Rousey in action and eating a Cinnamon Swirl French Toast Breakfast Sandwich, playing off the sweet-savory theme, explaining that it is "A knockout breakfast with a sweet side." (See the full spot here.)
According to Haley, “American breakfasts have often included a combination of sweet and savory items and we’ve been looking for that perfect balance — which also just tastes great — for a few years now, The new Cinnamon Swirl French Toast Breakfast Sandwich nailed it."
Rousey also has deals that include Reebok, Monster headphones, Metro PC, Snail Games and Buffalo clothing and accessories. She has appeared in movies including Furious 7 and The Expendables 3.
Her next bout is scheduled for Nov. 14 against Holly Holm in UFC 193 in Melbourne.
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