With three new premium salads featuring warm grilled chicken and a hot new ad featuring Kim Kardashian, Carl’s Jr. wants to know: who says salads can’t be hot?
In the ad, Kardashian is shown enjoying one of her favorite past times – a luxurious picnic in bed.
“It’s true, I love to have bed picnics,” says Kardashian. “I’m such a neat freak, but I put out my towel and eat in bed, and then when it gets all messy I take a hot bubble bath after to wash it off.”
Created by Mendelsohn|Zien LA and directed by Chris Applebaum, who also worked on the chain’s Paris Hilton and Padma Lakshmi commercials, the ad will debut next week (12/21) on the Carl’s Jr. Facebook page (www.facebook.com/carlsjr) and YouTube channel (www.youtube.com/carlsjr), and on television across Carl’s Jr. markets starting 12/28. Carl’s Jr spokesperson Beth Mansfield tells RBR-TVBR that in general, their ads will run in shows with a strong 18-34 male demo. “We usually buy heavily in sports programming as well.”
Kardashian will also host “The Ultimate Salad Lunch Date,” a live event on Carl’s Jr. Facebook page (www.facebook.com/carlsjr) 1/13 at noon PT. During the interactive lunch, Kim will chat via webcam with consumers while enjoying her favorite Carl’s Jr. salad. Consumers who purchase any of the new salads between 12/30 and 1/12 will be given a code granting access to ask Kim questions during the lunch date.
There is also an augmented reality portion of the promotion, with Kim Kardashian appearing in 3D, inviting guests to join her for the lunch. Following the invitation, viewers can have the 3D image of Kim twirl, blow a kiss, strike a pose and more. The digital elements of the promotion are being handled by 72andSunny, Carl’s Jr.’s digital AOR.
Additionally and for a limited time, participating restaurants will offer a 42-oz. promotional cup featuring the new Grilled Chicken Salads and Kardashian.