It’s not a surprise that the food industry is getting more attention from the public. From food documentaries to food specified pop-ups, it’s clear the food scene is getting more popular. In recent years, food’s importance in pop culture has ascended, leading an increase in the media as well. With this in mind, many lifestyle corporations crafted their marketing campaigns to partner with food brands to increase their product/ brand awareness to the consumers, because in today’s culture, the conversation about food extends far beyond just what’s on the plate. Corporations are aware that consumers are willing to pay for special customized products in order to rep their ‘foodie’ obsessions. Below are some examples of these partnerships.
- Red
Bull and GoPro
- These
two corporations have partnered together to ‘inspire the world to live a bigger
life’. Although Red Bull is known for their energy drink, they have expanded
their horizon to showcase the best extreme sports in the industry. Through this
partnership, they showed the public that they are working together for a common
goal, which is to create more content, increase cross promotion and product innovation.
Although it’s not specifically food related, their partnership is unique so
they can deliver something unforgettable to its audience.
https://money.cnn.com/2016/05/24/investing/gopro-red-bull-stock/
- These
two corporations have partnered together to ‘inspire the world to live a bigger
life’. Although Red Bull is known for their energy drink, they have expanded
their horizon to showcase the best extreme sports in the industry. Through this
partnership, they showed the public that they are working together for a common
goal, which is to create more content, increase cross promotion and product innovation.
Although it’s not specifically food related, their partnership is unique so
they can deliver something unforgettable to its audience.
- Momofuku
and Nike Jordan
- Back in 2017, celebrity chef and owner of Momofuku, David Chang, partnered with Nike to create a one of a kind Nike shoes. As an avid fan of Chef David Chang, I remember being bummed because the release was only in NYC. During the release date at Momofuku, he posted a video on his social media account recording the long line at his restaurant to buy the shoes. Within few hours, the shoes were sold out. This shows customers and fans are willing to pay and wait in long lines to wear and rep their food obsessions.
- Stranger Things and Baskin Robbins
- Although it’s not a lifestyle brand, Stranger
Things partnered with Baskin Robbins for a pop-up. Last month, Baskin Robbins recreated
the show’s fictional “Scoops Ahoy” ice cream shop at its Burbank,
California, location, where it served a special-edition Stranger
Things-inspired flavor. Baskin Robbins saw the value in this partnership as
Stranger Things is one of the biggest shows these days. The partnership was a success
as their sales jumped 150%. I live about 10 minutes away from this location and
saw the huge lines surrounding the store every night. It was quite a surprise to
see so many Stranger Things fans.
https://www.hollywoodreporter.com/news/stranger-things-ice-cream-shop-scoops-ahoy-pops-up-burbank-1222210
- Although it’s not a lifestyle brand, Stranger
Things partnered with Baskin Robbins for a pop-up. Last month, Baskin Robbins recreated
the show’s fictional “Scoops Ahoy” ice cream shop at its Burbank,
California, location, where it served a special-edition Stranger
Things-inspired flavor. Baskin Robbins saw the value in this partnership as
Stranger Things is one of the biggest shows these days. The partnership was a success
as their sales jumped 150%. I live about 10 minutes away from this location and
saw the huge lines surrounding the store every night. It was quite a surprise to
see so many Stranger Things fans.
- Arclight
Cinema in Los Angeles and Boba Guys, McConnell’s Fine Ice Creams and Compartes
Chocolates
- One
of the smaller partnerships, Arclight Cinema in Los Angeles partnered with
three unique L.A. vendors to pay homage to its classic caramel popcorn. The three
vendors included Boba Guys, McConnell’s Fine Ice Creams and Compartes
Chocolates and they had to create a new recipe inspired by the classic caramel
popcorn. This was a unique partnership as boba was never served in theatres. As
for McConnell and Compartes, it was their first time collaborating with a
cinema company.
https://www.hollywoodreporter.com/news/arclight-cinemas-launches-culinary-collaborations-1221289
- One
of the smaller partnerships, Arclight Cinema in Los Angeles partnered with
three unique L.A. vendors to pay homage to its classic caramel popcorn. The three
vendors included Boba Guys, McConnell’s Fine Ice Creams and Compartes
Chocolates and they had to create a new recipe inspired by the classic caramel
popcorn. This was a unique partnership as boba was never served in theatres. As
for McConnell and Compartes, it was their first time collaborating with a
cinema company.
- Arizona Tea and Adidas
- Recently Arizona Tea and Adidas partnered up to create a unique pair of shoes. This created quite a stir in the media as Arizona Tea rarely collaborates with a multi-dollar brand company. Arizona Tea is famous for its 99 cents canned drinks. With this in mind, Adidas was selling the shoes for 99 cents only in New York City. Surprising isn’t?! Due to the long lines, NYPD had to shut down the pop-up. Well now, it’s completely sold out and is going for more than $300 on eBay, which is also sold out as well.
https://hypebeast.com/2019/7/adidas-originals-arizona-ice-tea-sneakers-continental-80-yung-1-release-information
- Recently Arizona Tea and Adidas partnered up to create a unique pair of shoes. This created quite a stir in the media as Arizona Tea rarely collaborates with a multi-dollar brand company. Arizona Tea is famous for its 99 cents canned drinks. With this in mind, Adidas was selling the shoes for 99 cents only in New York City. Surprising isn’t?! Due to the long lines, NYPD had to shut down the pop-up. Well now, it’s completely sold out and is going for more than $300 on eBay, which is also sold out as well.
With all these collaborations, it’s interesting to see how much the food industry is blossoming. As a foodie myself, I get excited seeing these partnerships and wonder what’s next in line for an innovation food marketing campaign/ partnership. What do you think? Are you liking all these collaborations you’re seeing in relation to food? Do you want to see more of these unique and innovative partnerships from the big corporations? I know I sure do. In my opinion, it shows the brands are getting creative and showcasing their uniqueness in the product they are collaborating with.
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