Carl’s Jr.
Bringing Bikinis and Burgers Back to the Big Game
The Concept
After the success of Carl’s Jr.’s inaugural post-Super Bowl Free Burger Day in 2024, the deal came back for the big game in 2025—along with the brand’s appetite for pushing boundaries. This time, Carl’s Jr. was teaming up with influencer Alix Earle to hard launch the return of hot stars and iconic burgers.
SOMETHING HOT IS COMING
To pre-promote Free Burger Day, the partnership was teased on Carl’s Jr.’s socials with an intimate video of Alix writing a cheeky note on her vanity mirror.
With one simple shot, we had Carl’s Jr. fans wide-eyed and craving more.
DESIGNED TO SIZZLE
Also tasked with creating a visual identity to bring the campaign to life, we crafted a look and feel that balanced Carl’s Jr.’s bold, edgy personality with Earle’s Hot Mess aesthetic.
Equal parts indulgent, hot and feminine, the campaign ran parallel to the Super Bowl and captured attention across social, out-of-home and streaming.
BREAKTHROUGH CRAVINGS
Despite skipping the $8 million Super Bowl buy, Alix Earle’s Free Hangover Burger Day broke through the brand clutter as the hottest offer of the year. The campaign generated massive buzz and led to record loyalty program sign-ups.
Additional Work
Let’s create the extraordinary together
