Did you know that up until earlier this month, McDonald's hadn't created a celebrity-branded meal since 1992? Back in 1992 the brand featured Michael Jordan on its meals.
That changed earlier this month when the fast-food restaurant launched a collaboration with Grammy-nominated music artist Travis Scott. The deal includes merchandise, a limited-edition meal, and content featuring an animated caricature of Travis. So far, the collaboration has been so popular that some McDonalds' ingredients have faced a shortage! McDonald's also had to limit the availability of the discounted meal through app-only purchases.
Following up on the success of the Travis Scott collaboration, McDonald's today announced a similar collaboration with Grammy-nominated reggaeton artist J Balvin. On the deal, McDonald's' CMO said, “He’s always been a regular at McDonald’s restaurants during his concert tours, and now we’re excited to bring his go-to order to our menus across the U.S."
To me, a benefit of these partnerships is more cultural relevance for McDonalds. The partnerships are also very sales-driven, so they are doing a great job at driving customers in-store.
What do you think? Is it responsible for fast-food chains to align with popular music artists in this manner? What is the impact on the celebrity's brand by partnering with McDonald's in such a commercialized fashion? Who benefits more in this deal - McDonald's or the artists?
Sources:
- https://www.nytimes.com/2020/09/11/arts/music/travis-scott-mcdonalds.html
- https://www.usatoday.com/story/money/food/2020/10/05/mcdonalds-j-balvin-meal-follows-travis-scott-meal-shortages/5893348002/
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