Carl’s Jr Hangover Burger: A Recipe for Success

What do a TikTok star and a fast-food chain have in common? A recipe for success, as Alix Earle’s Hangover Burger Combo at Carl’s Jr. proved in its viral debut.

In today’s crowded media landscape, grabbing consumer attention requires more than flashy ads or clever jingles. It takes partnerships that feel authentic, strategic, and mutually beneficial. Enter Alix Earle, TikTok’s favorite “hot mess,” who recently brought her relatable charm to Carl’s Jr. with her exclusive Hangover Burger Combo.

This collaboration wasn’t just about selling burgers; it was about merging audiences and creating buzz. Let’s break down why this partnership worked and what PR professionals can learn from it.

Alix Earle: The Relatable "Hot Mess"

Alix Earle's brand is built on relatability. Known for her “hot mess” persona and unfiltered content, she’s amassed millions of followers who connect with her chaotic, yet endearing, lifestyle. From makeup tutorials to nights out, Alix is the voice of a generation that values authenticity over perfection.

This made her the ideal partner for Carl’s Jr. to promote their Hangover Burger Combo. The concept resonated perfectly with her audience, many of whom could relate to the need for a satisfying, indulgent meal after a late night. By embracing Alix’s persona, Carl’s Jr. wasn’t just selling food; they were aligning with a lifestyle.

Why Strategic Partnerships Matter

This collaboration was about more than just burgers. It was a strategic move to:

• Expand Carl’s Jr.’s Audience: Partnering with a TikTok influencer allowed the brand to tap into Alix’s massive following of Gen Z and young millennials, many of whom may not have been regular customers.
• Create Authentic Buzz: Alix’s candid, fun tone ensured the partnership felt organic rather than forced, making her followers genuinely interested in the campaign.

Lessons for PR Professionals

The success of this campaign underscores the importance of choosing the right partner. Here are some key takeaways for PR professionals looking to leverage influencer partnerships:

1. Know Your Audience: Alix Earle’s followers weren’t just a random group; they were exactly the kind of consumers who’d find the Hangover Burger appealing. The partnership succeeded because it aligned her brand with the product.
2. Merge Audiences Strategically: By tapping into Alix’s following, Carl’s Jr. wasn’t just selling burgers; they were introducing their brand to an entirely new demographic. The result? A win-win for both parties.
3. Show, Don’t Sell: The campaign wasn’t overly promotional. Instead, it seamlessly integrated the product into Alix’s lifestyle, making the content feel natural and easy to engage with.

The Bigger Picture

Alix Earle’s Hangover Burger Combo campaign isn’t just a fun story; it’s a case study in how strategic influencer partnerships can drive real results. When brands take the time to choose partners who align with their values and audience, the potential for success is huge.

As PR professionals, we should look to campaigns like this as proof of how powerful the right collaboration can be. It’s not just about reaching new audiences; it’s about doing it in a way that feels real, relatable, and impactful.

At Emerson Street Media, we specialize in helping brands uncover the perfect strategic partnerships to achieve impactful results. Let’s find yours.