Carl’s Jr. CEO Andy Puzder seems to be mocking Kim Kardashian in a new interview with the Associated Press.
He says, while attempting to film Kim’s 2010 Carl’s Jr. ad, she couldn’t figure out what to do with a burger. She found picking the burger up and eating it with enthusiasm so hard, she was given a salad instead.
Andy insisted, Kim had no understanding of, nor enthusiasm for, the product.
“First of all, you really need to be able to eat the burger like you’re loving it,” he explained. “We don’t want somebody that’s going to go out there and say, ‘Well, I don’t eat burgers.’ You really have to go at it. You really have to attack it.”
They got fed up with Kim and nearly fired her altogether. “We used Kim Kardashian in an ad. But Kim really couldn’t eat the burgers. Luckily, we had a salad we were promoting, so we used Kim in the salad ad.”
Kim’s rep says the salad choice was strategic marketing, because Kim had a fitness DVD out at the same time as the ad so it made more sense.
However, Andy denies this: “If we had not been promoting a salad, we probably never would’ve done an ad with Kim, because she wasn’t good at eating the burger.”