In a surprising turn of events, fast‑food giant Carl’s Jr. has publicly backed influencer Alix Earle as the feud with fellow content creator Alex Cooper heats up. The endorsement comes at a time when both personalities have been embroiled in a high‑profile drama that has captured the attention of millions of followers across social media platforms.
Why Carl’s Jr. Chose Alix Earle for Their Latest Campaign
When the spokesperson for Carl’s Jr. spoke to TMZ on April 15, the company highlighted the authenticity and “juiciness” of Earle’s brand. “Alix’s authentic style was the perfect fit for our campaign,” the representative said. “She is the best in the business at post‑game recovery, so it was a natural fit.” This statement underscores the brand’s confidence that Earle’s persona aligns with the fast‑food chain’s marketing objectives.
Over the past few years, Carl’s Jr. has partnered with Earle on several Super Bowl commercials, most notably the February ad featuring the “Hangover Burger.” The campaign was designed to position the burger as the ultimate post‑big‑game recovery meal, and it reportedly delivered record‑breaking results for the brand.
While the partnership has proven successful from a marketing standpoint, the recent controversy surrounding Earle’s relationship with Alex Cooper has added a new layer of complexity to the collaboration.
The Backstory: Alex Cooper, Alix Earle, and the Super Bowl Gig
Rumors began swirling in early 2025 when it was speculated that Alex Cooper, a 31‑year‑old host of the popular podcast Call Her Daddy, might have originally been slated to appear in the Carl’s Jr. Super Bowl commercial. However, Barstool boss Dave Portnoy publicly denied this claim, stating that Cooper would not have participated even if offered a “gun to the head” and a $10 million bag of cash.
Despite the denial, the drama intensified when Earle began liking videos that were widely considered to be “shady” or unverified content about Cooper. The situation escalated further when Cooper himself broke his silence on April 13, challenging Earle to address the feud directly. The confrontation has since become a focal point for fans and media outlets alike.
Impact on Brand Image and Influencer Reputation
For Carl’s Jr., the decision to align with Earle amid the controversy could be seen as a calculated risk. Fast‑food brands often rely on influencer partnerships to tap into niche audiences, and Earle’s substantial following—particularly among younger demographics—offers significant reach. However, the brand must also navigate potential backlash from consumers who may view the partnership as insensitive to the ongoing dispute.
From Earle’s perspective, the endorsement from a major brand like Carl’s Jr. provides a boost to her professional credibility. Yet, the association also places her at the center of a heated public debate, which could affect her personal brand and future collaborations.
Key Takeaways from the Situation
- Alix Earle has secured a high‑profile partnership with Carl’s Jr. amid a public feud with Alex Cooper.
- The Carl’s Jr. campaign, featuring the “Hangover Burger,” has previously achieved record‑breaking results.
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