In an environment of depressed traffic, limited-time offerings are skyrocketing, and brands are ramping up their marketing campaigns to garner attention and customers. Several are using SpongeBob SquarePants to do so, and for good reason.
To understand the cultural significance of SpongeBob SquarePants, consider that the show is translated into more than 30 languages in more than 180 markets. An estimated 90 million people watch the Paramount/Nickelodeon cartoon each quarter. It is one of the most widely distributed television shows ever and, after 25 years on the air, it is a rare phenomenon that unites generations. The show’s signature Krabby Patty, served by the fictional restaurant the Krusty Krab, provides plenty of inspiration for menu launches. That’s why SpongeBob, Nickelodeon and Paramount, in partnership with Off The Menu and The MRG Group, launched the Krabby Patty Kollab, featuring several restaurant concepts’ interpretations of the burger.
"SpongeBob SquarePants began his journey as a fry cook, flipping Krabby Patties in the pilot episode of the series 25 years ago, and the coveted patty has since remained an enduring fixture in Bikini Bottom," Nickelodeon and Paramount senior vice president of studio franchise strategy and operations Sherry Liu said in a statement. "Though its formula remains a secret, SpongeBob SquarePants fans will now be able to enjoy imaginative interpretations of the legendary Krabby Patty through this unique collaboration."
Wendy’s is the exclusive national QSR brand in "The Krabby Patty Kollab," bringing the Krabby Patty Kollab Burger and Pineapple Under the Sea Frosty to the menu.
"Wendy's pulse on pop culture and connection to fans makes this collaboration a perfect match for Paramount, and we're looking forward to delivering memorable and immersive experiences through custom creative, engaging social content and recognizable influence,” Paramount Brand Studio chief marketing officer Dario Spina said in a statement.
It isn’t just giant quick-service brands jumping on the moment. Harlem Shake, a burgers and shakes concept in New York City, has also created a special menu in celebration of SpongeBob’s 25th anniversary at its Brooklyn Location. Pincho, a Latin-inspired burgers and kebabs concept based in Miami, launched its version of the Krabby Patty, featuring a smashed patty topped with American cheese, lettuce, onions, tomatoes, pickles, ketchup, mustard, and a secret Bikini Bottom sauce spread on two toasted sesame potato buns. The combo is paired with crunchy kelp fries or classic fries for $11.99.
“The ‘Spongebob Squarepants’ series has an awesome universal appeal, and we couldn’t resist bringing our own take on the legendary burger to life,” Pincho co-founder Otto Othman said in a statement.
Food hall concept Serious Eats is also part of the Kollab, launching a Krabby Patty at its Grand Prairie, Texas, location. This slider includes lettuce, tomatoes, red onion, pickles, American cheese, and Serious Eats' signature Boom Boom Sauce. Hat Creek Burger Company's Krabby Patty Kollab is a burger available at the concept’s Dallas-Fort Worth locations and includes two beef patties, white American cheese, grilled onions, and Happy Sauce on a pretzel bun.
This is just a sampling of some of the nearly 120 concepts selected for the Krabby Patty Kollab bringing the cartoon burger to life across the country, as well as Toronto, Mexico City, and London. The Kollab runs through Oct. 27.
Contact Alicia Kelso at [email protected]
