Burger King & SpongeBob: A Fun Food Collab!

Burger King partners with SpongeBob for a limited-time menu, including a Krabby Whopper and themed treats. The campaign aims to engage multiple generations and highlight Burger King's fun, playful brand.

We recognize our visitors are having challenging times right currently when it comes to the total economic setting. Our objective right currently is to supply them a great schedule of selection, flavors and various rate points.

We’re establishing material for the ideal audience in the right network. What’s truly enjoyable concerning SpongeBob is that the material kind of develops itself.

SpongeBob-Inspired Menu

The limited-time menu functions things that draw inspiration from the world of SpongeBob, consisting of a Krabby Whopper on a yellow square bun, along with Mr. Krabs’ Tacky Bacon Tots, Patrick’s Star-berry Shortcake Pie and a Pirate’s Frozen Pineapple Float. Things are offered a la carte or as component of a Swimsuit Base bundle. A children dish can be found in a pineapple-shaped box with one of 6 playthings and a crown.

JOEL YASHINSKY: It’s a natural fit for us for a number of factors. One, it’s fun, and Burger King is actually everything about fun. Two, it’s multigenerational. SpongeBob has actually been around because 1999, so we’re able to talk to various generations of followers. Three, it ties right into what we’ve been attempting to do in terms of speaking about how playful, fun, yummy and fascinating our food is.

Multigenerational Appeal

Hamburger King on Dec. 2 will release a collaboration with “The SpongeBob Flick: Look For SquarePants” that spans brand-new advertisements, an unique menu, toys, product packaging, an application requisition, experiential activations and even more, per details shown Marketing Dive. The current movie in the wacky kids’ franchise will be released in cinemas by Paramount Pictures on Dec. 19.

That flexibility has been a tested victor for us. We have a great everyday worth platform for our guests to use while we additionally certainly connect more full-margin premium products, like our Whopper by You. Our team believe we have exceptional items also on our everyday value platform. So how do we balance that out? The interaction of that is really vital.

We have actually done a great deal of job to place the brand into the hands of our fans and into our guests. The other initiatives that we’re putting forward in terms of our food and particularly our “Whopper by You” promo– where we’re developing brand-new Whopper tastes that are inspired by our guests– is something that I believe is an effective place for a brand to land.

The menu and SpongeBob personalities are showcased in playful, bubble-filled ads by agency BarkleyOKRP that will run on television, streaming, YouTube and social. The effort adheres to a summertime cooperation with Universal’s “How To Train Your Dragon” that drove Hamburger King’s best King Jr. meal sales in more than a years, according to an earnings phone call by moms and dad business Dining establishment Brands International, urging the QSR to proceed constructing family members engagement.

Marketing Strategy

For an online marketer, it’s a truly great difficulty to make certain you have the best material in the right network at the correct time, with the right message. Everyone will certainly get a bang out of SpongeBob in the way we’re bringing it onward, whether it’s the TV commercial or a TikTok message or what we’re doing on Instagram Reels. Yet certainly, in today’s day and age, the beauty of being able to target your message in the right networks for that right visitor helps make your overall method extra details and much more reliable.

With terrific credit report to our advertising and marketing and cooking group: They’ve been servicing this for longer than I’ve been at Hamburger King. There was a great deal of discussion concerning all that’s taking place with the SpongeBob promo and the work that had actually been done to get us there when I came in. It’s nearly a year-long process in regards to collaborating with the companion, determining the chances, and looking, from a culinary point ofview, at what sort of food compares and produces that fun experience in the restaurants for our clients.

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Partnership Success

“Our long-standing partnership with Hamburger King has actually always been built on strong ideas and shared creative thinking– yet this SpongeBob campaign is next-level,” said Michelle Hagen, executive vice president of around the world partnerships at Paramount Pictures, in a declaration. “It’s the ultimate mash-up of creative imagination and advancement.”

Burger King saw united state comparable sales expand 3.2% in Q3 2025, it’s highest mark in greater than a year. The chain selected Joel Yashinsky as CMO of its U.S. and Canada company in April after the exec invested more than seven years as primary marketer at Applebee’s Area Grill & Bar. Formerly, Yashinsky helped nearly twenty years at Hamburger King competing McDonald’s.

We’re also seeing individuals with noticeable adjustments in their habits in regards to snacking, and so we’ve had a lot of focus on our frozen drinks and treats. It’s really regarding providing guests what they need. It’s important that there’s good worth, flexibility and choice when it comes to worth. The comments we’re obtaining from our visitors is that they value what we’re doing.

The limited-time menu functions items that draw inspiration from the globe of SpongeBob, including a Krabby Whopper on a yellow square bun, along with Mr. Krabs’ Tacky Bacon Tots, Patrick’s Star-berry Shortcake Pie and a Pirate’s Frozen Pineapple Float. When I came in, there was a whole lot of discussion about all that’s taking area with the SpongeBob promotion and the work that had actually been done to obtain us there. What’s really fun concerning SpongeBob is that the web content kind of develops itself. For a marketer, it’s an actually wonderful difficulty to make sure you have the ideal web content in the right channel at the appropriate time, with the ideal message. Everyone will get a kick out of SpongeBob in the means we’re bringing it onward, whether it’s the TV commercial or a TikTok article or what we’re doing on Instagram Reels.