In recent years we’ve really seen a rise in partnerships between businesses and celebrities in an attempt to raise awareness, reach a greater audience, and establish brand credibility. Many QSRs have gone this route, partnering with everyone from popular social media influencers to pop stars, in an effort to stand out and attract attention. This summer brings some fresh, new collaborations with well-known and up-and-coming celebrities, as operators compete for attention, loyalty, and dollars this season.
Panera recently launched a collaboration with PEPSI®, STARRY®, and rugby star and social media influencer Ilona Maher in a “Summer of Free Sips” campaign, offering three free months of membership to Panera’s Unlimited Sip Club®. The campaign draws attention to the membership, which allows members one free beverage every two hours and includes over 20 drink options.
Crumbl has announced a new cookie as part of its partnership with pop-rock superstar Benson Boone. The Moonbeam Ice Cream Cookie, which is a chilled chocolate cookie with cookies and cream pieces, is crowned with vibrant moonbeam ice cream-inspired lemon, berry, and marshmallow toppings, and complete with a sweet white drizzle and a sprinkle of cookies and cream.
Taco Bell recently announced a partnership with renowned skateboarder, Tony Hawk, who has created his version of the Build Your Own Luxe Cravings Box (BYOLCB). Available starting July 11 through the Taco Bell app, the meal includes a cheese quesadilla, crunchy taco, chips and nacho cheese sauce, and a medium Lipton iced tea. The meal debut coincides with the upcoming launch of Tony Hawk’s Pro Skater 3 + 4, a reboot of one of the iconic games of the early 2000s.
While partnerships are certainly not a new concept, collaborations with celebrities seem to be gaining momentum these days, proving to be a profitable endeavour for many brands. Tapping into the younger generations is also a likely motivator, as many of these collabs involve a social media component that can help drive attention and engagement.
Photo credit: foodsided.com
