The Hungry Marketer

Carl’s Jr.’s collaboration with influencer Alix Earle in early 2025 marked a significant shift in the brand’s marketing strategy, blending nostalgia with modern influencer culture to rejuvenate its image and appeal to a younger demographic.

Reviving the ‘Burger Girl’ Era with a Modern Twist

In the early 2000s, Carl’s Jr. became known for its provocative advertisements featuring celebrities like Paris Hilton and Kim Kardashian. These ads, often criticized for objectifying women, were phased out in 2017 as the brand aimed to focus more on its food offerings. However, in 2025, Carl’s Jr. revisited this approach by featuring Alix Earle in a new campaign promoting the “Hangover Burger.” The ad, reminiscent of the brand’s earlier style, showcased Earle in a bikini, playfully engaging in a car wash scene before indulging in the burger. This move signaled a return to the brand’s bold advertising roots, aiming to capture attention and spark conversation. GlamourLinkedIn+10WSJ+10Branding in Asia+10The US Sun

Strategic Timing and Audience Engagement

The campaign’s launch around the Super Bowl was strategic, capitalizing on the event’s massive viewership. Instead of investing in a traditional Super Bowl ad slot, Carl’s Jr. leveraged Earle’s substantial social media following to disseminate the campaign. This approach not only reduced costs but also ensured direct engagement with a younger, digitally-savvy audience. LinkedIn

Aligning with Alix Earle’s Personal Brand

Alix Earle, known for her candid “Get Ready With Me” videos and her “Hot Mess” podcast, embodies a relatable and unfiltered persona that resonates with many Gen Z and Millennial followers. Her association with the “Hangover Burger” campaign felt authentic, as it mirrored her party-loving image and lifestyle. This alignment between Earle’s personal brand and Carl’s Jr.’s marketing message enhanced the campaign’s credibility and appeal. Nation’s Restaurant News+5WSJ+5Wikipedia+5Carl’s Jr.+9New York Post+9Glamour+9

Expanding the Partnership: Late-Night Cravings

Building on the success of the initial collaboration, Carl’s Jr. introduced the “Build Your Own Bag” late-night deal, again featuring Earle as the face of the promotion. This $5.99 meal deal, available after 8 p.m., catered to late-night diners seeking customizable options. Earle’s involvement included hosting an after-hours event dubbed “Club Carl’s,” further solidifying her association with the brand and its target audience. Nation’s Restaurant News

Marketing Outcomes and Brand Revitalization

The partnership with Alix Earle yielded tangible benefits for Carl’s Jr. The “Hangover Burger” promotion led to a surge in My Rewards loyalty program sign-ups, indicating increased customer engagement. Moreover, the campaign reignited public discourse around the brand, positioning Carl’s Jr. as a bold and culturally relevant player in the fast-food industry. YouTube+9Carl’s Jr.+9Glamour+9

Conclusion

Carl’s Jr.’s collaboration with Alix Earle exemplifies a strategic fusion of nostalgic branding and contemporary influencer marketing. By aligning with Earle’s authentic and relatable persona, the brand successfully re-engaged its target audience, revitalized its image, and demonstrated the power of influencer partnerships in modern advertising.