Carl's Jr. - "Hangover Burger" featuring influencer Alix Earle
This collaboration marked a return to Carl's Jr.'s provocative advertising style, reminiscent of their past campaigns featuring celebrities like Paris Hilton and Kim Kardashian. The ad featured Alix Earle in a star-shaped bikini, aligning with the brand's bold image.
The campaign's centerpiece was the giveaway of the "Hangover Burger" on February 10, 2025, dubbed Carl's Jr. National Hangover Day, exclusively for My Rewards members.
The campaign targeted young adults, particularly Gen Z and millennials, who are active on social media platforms like TikTok and resonate with Alix Earle's content.
TARGET AUDIENCE
About the
Campaign -
This collaboration marked a return to Carl's Jr.'s provocative advertising style, reminiscent of their past campaigns featuring celebrities like Paris Hilton and Kim Kardashian. The ad featured Alix Earle in a star-shaped bikini, aligning with the brand's bold image.
Core Theme of the Campaign -
1.Partnership with Alix Earle: Carl's Jr. collaborated with TikTok influencer Alix Earle, known for her relatable content and significant following, to promote the "Hangover Burger."
2. Free Burger Promotion: On February 10, 2025, My Rewards members could enjoy a free "Hangover Burger" at participating Carl's Jr. locations, with no additional purchase required.
3. Burger Composition: The "Hangover Burger" featured a charbroiled beef patty, folded egg, bacon, Swiss cheese, hash rounds, and special sauce on a seeded bun.
4. National Hangover Day: The promotion coincided with Carl's Jr. National Hangover Day, aiming to provide a remedy for post-game festivities.
5. Return to Provocative Advertising: The campaign marked a revival of Carl's Jr.'s edgy advertising style, featuring Alix Earle in a star-shaped bikini, reminiscent of their past campaigns.
6. Social Media Engagement: Alix Earle promoted the campaign through her TikTok account, engaging her followers and encouraging them to participate in the promotion.
7. App Engagement: The promotion encouraged users to download the Carl's Jr. app and join the My Rewards program, boosting digital engagement.
8. Cultural Relevance: By aligning the promotion with the big game and addressing post-game hangovers, the campaign tapped into a culturally relevant moment.