American Burger Co. is famous for their massive four-patty cheeseburger. So we created a custom mascot to match, sent him to events all over the Queen City, and shot some videos of Roadie—Charlotte’s favorite cheeseburger.
The Roadstar Challenge
When you have a four-patty 1 1/2lb cheeseburger on the menu, it would be a shame not to put it to good use. For ABC, we developed the ultimate Roadstar Challenge, consisting of an official Major League Eating event. On a 99-degree day in July, hundreds showed up to watch Joey Chestnut and seven other professional eaters attempt to take down four Roadstar burgers. In typically Joey fashion, the World Champ came out on top, setting a new world record while polishing off six pounds of beef and 16 slices of cheese in 4:36. Life truly is beautiful.
$2,500 in proceeds from the day went directly to Carolina Panthers linebacker Thomas Davis’ Defending Dreams Foundation, to help underprivileged youth achieve their dreams. The event received coverage on various news TV programs, sports talk radio shows, blogs, and event sites.