It was 2009. The world was different. We were all obsessed with the early seasons of Keeping Up with the Kardashians, and Carl’s Jr. was basically the king of "sexy" fast-food marketing. When news broke that a Kim Kardashian Carl's Jr partnership was happening, everyone expected the usual: a giant, messy burger and a bikini.
But that’s not what we got. Instead, Kim was in bed, draped in silk, eating... a salad.
Honestly, it felt a little off at the time. Why was the queen of curves nibbling on a Cranberry Apple Walnut Grilled Chicken Salad instead of a Western Bacon Cheeseburger? For years, people just assumed it was because she wanted to protect her "brand" or stay fit. Then, years later, the truth came out, and it was way more awkward than anyone imagined.
The Viral Ad That Wasn't About Burgers
The commercial was titled "Forgotten." It featured Kim in a lavish bedroom, looking impeccable, while she enjoyed a salad. The tagline was: "Who says salads can't be hot?"
It worked. People talked about it. The ad racked up over 250 million media impressions in just a few weeks. Carl’s Jr. saw a massive spike in "buzz," and interestingly, it wasn't just men watching. They were specifically targeting women with this one. They wanted to show that you could go to a "burger joint" and still get something that fit a "better-for-you" lifestyle.
What the CEO actually said
In 2015, Andrew Puzder, who was the CEO of CKE Restaurants (the parent company of Carl’s Jr. and Hardee’s) at the time, spilled the beans to the Associated Press. He basically admitted that the original plan wasn't a salad at all.
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"We used Kim Kardashian in an ad. But Kim really couldn’t eat the burgers," Puzder said. He went on to explain that she just wasn't "good" at it. According to him, she was "too tiny" and didn't have the same vibe as someone like Kate Upton or Paris Hilton when it came to devouring a massive sandwich on camera.
Imagine being so bad at eating a burger that a multi-million dollar company has to pivot their entire marketing strategy to lettuce. That's a vibe.
The Kardashian Side of the Story
Of course, Kim’s team didn't just let that slide. They hit back pretty quickly. Her representatives told Entertainment Tonight and other outlets that the CEO’s version of events was total nonsense.
Their story? Kim was promoting a fitness DVD at the time. She wanted to eat something that actually made sense for her lifestyle. If you’re selling a "get fit" video, you probably shouldn't be seen unhinging your jaw for a 1,000-calorie burger. It makes sense, right? It was a business move.
Whether she couldn't handle the burger or just didn't want to, the result was the same. She became the face of the Carl’s Jr. "Grilled Chicken Salad" line, which included:
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- Cranberry Apple Walnut Grilled Chicken Salad: Feta cheese, apple slices, and raspberry vinaigrette.
- Southwest Grilled Chicken Salad: Black beans, corn, and chipotle Caesar dressing.
- Original Grilled Chicken Salad: The classic setup with cucumbers and tomatoes.
Why This Partnership Still Matters Today
Looking back, the Kim Kardashian Carl's Jr ad was a turning point. It was one of the first times the brand tried to be "sexy" while also being "healthy-ish." It paved the way for future celebrity collaborations that weren't just about the greasiest thing on the menu.
It also showed Kim’s early mastery of the "pivot." Even if the burger shoot was a disaster—as the CEO claimed—she turned it into a campaign that sold salads to people who normally wouldn't touch a vegetable at a fast-food place.
The Augmented Reality Twist
Most people forget this part, but this campaign was actually super tech-forward for 2010. They launched an "Ultimate Salad Lunch Date" on Facebook. You could use a webcam and augmented reality to have a "virtual Kim" appear on your screen. She would blow a kiss or strike a pose while you ate your salad.
It sounds incredibly cringey now. But back then? It was cutting-edge digital marketing.
Lessons From the Salad-Gate
If you're looking for a takeaway from this weird moment in pop culture history, it's about authenticity—or the lack thereof.
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- Know your limits. If you can't eat a burger on camera without looking awkward, don't do it. Find the salad version of your project.
- Control the narrative. When the CEO says you can't eat, you tell the world you're just being healthy.
- Diversify your audience. Carl's Jr. used Kim to reach women, a demographic they often ignored in favor of the "young hungry guy."
Kim eventually moved on to much bigger things, obviously. She’s now a billionaire with SKIMS and a law career. But every time someone mentions Carl's Jr., there's always that one person who remembers the salad in bed. It’s a tiny, weird piece of the Kardashian empire that proved she could sell literally anything—even if she had to skip the bun to do it.
To really understand how celebrity branding has changed since then, you should look into how modern stars like Travis Scott or Megan Thee Stallion handle fast-food collabs. They don't just do ads; they get their own "meals." Kim was a pioneer of this, even if her "meal" was just a bowl of lettuce and some walnuts.
Practical Next Steps
If you want to see the ad for yourself, it's still floating around on YouTube. Search for the "Carl's Jr. Forgotten" commercial. It's a fascinating time capsule of 2010 aesthetics. You'll notice the lighting, the hair, and the way the "augmented reality" was promoted—it’s a perfect example of how much both celebrity culture and digital marketing have evolved in the last decade.