How Franchise Brands Are Leveraging Celebrity Partnerships in 2022

A celebrity promoting a brand is nothing new. But increasingly, franchise brands, particularly those in the QSR segment, are relying on celebrity partnerships to carry national and international marketing efforts. Why are brands turning to the stars to anchor promotional campaigns? And why are celebrities so eager to team up and promote it? In a world driven by digital content and social media, celebrity-brand partnerships offer distinct benefits for both the celebrity and the brand.

According to Franchise Times, celebrities are joining brands in marketing campaigns to help those brands promote menu innovation, which has become a prerequisite for survival during the COVID-19 pandemic, which changed the way restaurants interact and engage with customers

Justin Bieber is perhaps the most high-profile name currently partnered with a QSR franchise brand. In a partnership with Canada-based Tim Hortons, Bieber promotes TimBiebs, a play on the brand’s popular donut holes called TimBits. 

Through its campaign with the pop heartthrob, Tim Hortons has shown audiences how it's adapting to a “new normal” through menu innovation. The partnership has apparently paid off. Hope Bagozzi, Chief Marketing Officer at Tim Hortons, said the team is “thrilled” about the response to TimBiebs and the merchandise associated with the campaign sold out.

“What’s amazing about working with Justin is he has an authentic, lifelong relationship with Tims,” Bagozzi told Franchise Times. “He’s become a global star, one of the biggest names in music in the world, but he remains really proud of his Canadian roots and he feels like Tims is a taste of home. So Justin truly is a partner, he loves the brand, we’ve wanted to work together for a long time and we were both really happy to finally collaborate.”

Other popular celebrities partaking in marketing campaigns for national brands include Saweetie for McDonald’s; Tom Brady, Steph Curry and Megan Rapinoe for Subway; Megan Thee Stallion for Popeyes; and Lil Nas X for Taco Bell, just to name a few.

As brands increasingly leverage celebrities to raise their own brand awareness, the strategy seems to be working? Business Insider reported that food brands attract younger generations who want to visit the same places where they see celebrities doing commercials.

“The other important piece of these promotions is ‘culturally relevant entertainers,’ who brands can tap into to attract younger customers,” Mark Kalinowski, Chief Executive Officer and Founder of Kalinowski Equity Research, told Business Insider.

Aside from a brand gaining increased awareness among consumers, celebrities are also able to introduce themselves to those who may not have previously been fans and pull in a new base. Ultimately, the partnership between brands and celebrities may be a win-win situation in which both can attract new customers and fans.