Carl’s Jr. Taps Alix Earle & Paris Hilton for Cross-Gen Campaign Move

Quick listen: Carl’s Jr. connects Gen Z and nostalgia fans with a burger campaign built for both, in under 2 minutes.

Alix Earle’s latest craving just became the hottest summer menu item in Carl’s Jr.

The Queso Crunch Burger, created with the digital star herself, leads the brand’s seasonal lineup as a limited-time release.

The new item includes a grilled beef patty layered with multiple toppings, including a cheese sauce, spiced cheese, fresh salsa, and crunchy chips, served on a toasted roll.

Paz Romero, Carl’s Jr. vice president of brand marketing, explained the strategy behind the Queso Crunch Burger and why Alix Earle was the perfect partner for its debut.

"The Queso Crunch Burger is so much more than a burger; it's a celebration of bold, craveable flavors with a fun twist.

We're thrilled to once again partner with Alix Earle – who fans and followers know loves an indulgent treat.

Her craving for burgers AND queso comes to life in this exciting culinary collab."

Alix Earle’s 7.2 million TikTok followers helped extend the campaign’s reach organically, allowing Carl’s Jr. to generate significant visibility without high media spend.

Icons in the Drive-Thru

The launch is backed by a high-profile campaign titled “Kay So?”, with Alix Earle in the lead and a brief appearance by Paris Hilton.

The ad highlights Earle’s craving for queso and marks Hilton’s first Carl’s Jr. appearance in nearly 20 years.

Earle has credited Hilton with offering mentorship throughout the shoot and praised her professionalism on set.

The pair also shared behind-the-scenes content across social media, creating added buzz around the release.

This is Carl’s Jr.’s third collaboration with Earle this year, following February’s Hangover Day Burger and the spring Club Carl’s event.

The burger launch is paired with two new frozen drinks: Strawberry Lemonade and Blue Sourberry, flavored with raspberry crystals.

App users can get a free queso side or drink with qualifying purchases, part of the campaign’s digital push.

Offered for a limited time until early September, the burger caters to those who enjoy rich flavors and a less-than-neat bite.

As of 2024, Carl’s Jr. operates approximately 1,100 restaurants across the U.S. and international markets.

Pairing a rising Gen Z influencer like Alix Earle with a legacy celebrity such as Paris Hilton allows Carl’s Jr. to speak to multiple age groups at once.

Younger consumers follow Earle for her authentic, trendsetting presence, while older audiences recall Hilton from the brand’s 2000s pop culture peak.

This dual appeal helps Carl’s Jr. remain culturally relevant, modernize its brand image, and reintroduce itself to both longtime fans and a new generation of customers.

Our Take: Is This Just Another Celebrity Meal?

Not at all.

I see this as a smart move that goes beyond slapping a name on a burger.

Carl’s Jr. is building narrative continuity with Alix Earle, treating her less like a campaign face and more like a creative partner.

That kind of long-term integration drives relevance and brand stickiness.

Bringing back Paris Hilton adds generational depth, which not only plays to nostalgia but also broadens appeal.

If you're running a campaign in QSR or CPG, this is a case study in how to create multi-layered engagement without overspending on gimmicks.

For another look at how Alix Earle is shaping brand campaigns this summer, check out her recent partnership with Hawaiian Tropic and BBH.

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