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Duncan Hines – Dolly Parton (IMG)
Global superstar Dolly Parton partnered with popular food brand Duncan Hines to release a collection of cake mixes and frostings in 2022. Inspired by her Tennessee upbringing, Dolly worked closely with the brand to deliver a ‘sweet, Southern-style baking experience’ to her loyal fans. The collection includes a Southern-style coconut cake mix, banana cake mix, buttercream frosting, and chocolate buttercream. The complete baking collection also included recipe cards, a printed tea towel, and a Dolly-inspired spatula. The collaboration was an instant success, registering a record-breaking sell-through soon after the launch. In response to the overwhelming demand, Duncan Hines and Dolly announced four new baking mixes in early 2023.
Ella’s Kitchen – The Very Hungry Caterpillar
(Joester Loria Group/ Rocket Licensing)
Ella’s Kitchen, the U.K.’s leading baby and toddler food brand, partnered with The Very Hungry Caterpillar in their first licensed partnership in autumn 2022. The range comes in sweet and savoury flavours, all inspired by the foods the Very Hungry Caterpillar eats as he grows. The range takes children on a sensory exploration in taste, texture, and shape, with flavours including cheese and pickle Butterfly Pops created especially for this partnership.
The range launched exclusively in Asda and was selected as a top five NPD launch across all categories. The range had exclusive Asda marketing support including large billboards, digital posters, sampling, price promotions, and POS stands. The campaign delivered an in-store reach of 228 million and online reach of two million. The range is now across the grocery sector and out performing the products it replaced in Ella’s Kitchens’ toddler range.
Groupe Bel – Disney Classic
To encourage kids to make healthier snacking choices, and to make going back to school a bit more fun, Disney and Groupe Bel invited kids to embrace playful adventures with their back-to-school friends. Brought vividly to life in 53 countries across 211 products in partnership with the Babybel, Laughing Cow, and Kiri brands, kids were able to collect and swap a range of colorful Disney Classic character art. Each pack also featured a QR code, which unlocked fun Disney Instragram lenses and filters, as well as offering the chance to win the Ultimate Adventure Trip to Walt Disney World (U.S.) or Disneyland Paris (Europe).
Hello Fresh – Elf
Inspired by Elf, HelloFresh launched their first licensed seasonal meal kit program leaning into the infamous scene of Buddy preparing his candy-infused, syrup-drizzled, marshmallow decorated spaghetti breakfast! The meal kits sold out in under one minute and the campaign generated the largest media PR coverage HelloFresh has ever received—444 stories, 897 million impressions, 150 broadcast mentions, and digital spot views exceeded benchmark by 468%.
Kellogg/Pringles – Hot Ones
As the authority of spice, Pringles tapped Hot Ones to amplify their popular Scorchin’ line and bring the hottest Pringles SKUs ever to grocery retailers nationwide. The three-SKU line-up debuted in June 2022 and sold out all forecasted units within the first month of on-shelf activity, prompting additional production to fill orders for grocery giants Walmart, Target, Kroger, and Circle K. The demand was further seen in resale, with values ranging between $20 and $100 USD per can on eBay (MSRP: $1.79 per can).
Hot Ones bolstered awareness of the partnership via its juggernaut media platforms, securing over 27 million delivered impressions and over 2.6 million video views on custom promotional content featuring A-list comedian Gabriel Iglesias and Hot Ones host Sean Evans.
Palermo’s Pizza – Stranger Things
Surfer Boy Pizza quickly became a fan favorite from Stranger Things season 4. We partnered with Palermo’s Pizza and Walmart to bring the real life Surfer Boy Pizza to fans across the U.S. Not only did we recreate the actual menu used in the series, we were also able to replicate the exact pizza box it was delivered in. This was an immediate success and fans created their own “unboxing” videos, some which had over 30 million views. MIllions of fans across the U.S. enjoyed the Surfer Boy Pizza in their own homes as they celebrated the launch of season 4.
Senshukai Co. – Tom and Jerry
Senshukai launched Tom and Jerry “Osechi” (traditional Japanese New Year boxed dish) for the very first time. 800 units were sold out in just three days, which is a record-breaking number. An additional 300 units were also sold out in just two days.
The two-tiered stacked dishes were made to be enjoyed by people of all ages given that the Tom and Jerry characters appeal to both men and women of all ages. The unique box is inspired by cheese, which is a fan-favorite element of Tom and Jerry animation. The ingredients for each dish were also themed around cheese and inspired by scenes from the animation in which characters transform into different shapes. It also comes with an original board game, which can be enjoyed by families and kids during the New Year.
