Burger King is collaborating with “The Mandalorian and Grogu,” the latest film in the “Star Wars” franchise that hits theaters on May 22. The effort spans a limited-time menu, packaging, digital experiences, social, advertising and more, per details shared with Marketing Dive.
The chain’s collaboration with what could be one of the summer’s biggest movies follows recent tie-ups with Universal’s “How to Train Your Dragon” and Paramount Pictures’ “The SpongeBob Movie: Search for SquarePants” that have driven kids meals sales to their highest level in years. The move also comes as Burger King focuses on guest-centric experiences as part of a turnaround push.
“By tapping into iconic fandoms like Star Wars, SpongeBob SquarePants and others, we’re able to connect with the entire family – from parents, to teens, young kids and lifelong fans – bringing multiple generations together through shared cultural moments,” said Joel Yashinsky, CMO of Burger King U.S. and Canada, in emailed comments.
Burger King linking up with a Disney property is a major move for the chain, which had teamed with the entertainment studio in the 1990s around its animated renaissance. The chain broke ground in the 1970s with its “Star Wars” tie-ins, and also teamed with the franchise in 2005, before Disney’s 2012 acquisition of Lucasfilm.
“Star Wars has always been about bringing generations of fans together. The Burger King ‘Have It Your Way’ spirit makes them the perfect brand to help fans celebrate the upcoming theatrical release of ‘The Mandalorian and Grogu’ because it’s rooted in bringing people together through shared, memorable experiences,” said Jan Coleman, vice president of partnerships and promotions at The Walt Disney Studios, in a statement.
Burger King’s multichannel campaign looks to create a seamless universe that integrates the chain with the film, and involves collaboration with Disney and its agency partners. Burger King last month appointed Mojo Supermarket as social agency of record and Praytell as public relations AOR for the U.S., adding to a roster that since 2022 has included Omnicom Media Group’s PHD as media AOR and Chicago shop OKRP as creative AOR.
“We want to make sure we’re telling one cohesive story to our guests, and by involving our agencies and IP partners at the very first ‘What if?’ session, we ensure that the look, feel and tone remain consistent,” Yashinsky said. “Whether a guest is seeing a social post, using the BK App, or opening their meal at home, they are experiencing one unified vision.”
Continuing turnaround efforts
Beginning on May 4 — or “may the fourth,” in fan speak — participating U.S. restaurants will serve themed menu items, including a BBQ Bounty Whopper served in a helmet-shaped carton; Grogu’s Blue Cookie Shake; Grogu’s Garlic Chicken Fries; and Imperial Cheddar Ranch Tots. Four collectible cups are available with purchase of select combos.
Kids can get in on the action a week earlier. Beginning on April 28, a movie-themed kids meal features the typical choices plus a Mandalorian-themed toy. The chain’s fan-favorite cardboard crowns will also be available in Mandalorian and Grogu variants, per press photos.
The latest move from Burger King follows a campaign last month, “There’s A New King And It’s You,” that represents the next step in turnaround efforts meant to make the chain more guest-centric. As part of the campaign, Burger King fired its king mascot, who has been part of the brand’s marketing over the last two decades but has negatively affected its kids and family business.
“We know our guests want to engage with the brands and cultural moments they love, and by partnering with Disney and ‘The Mandalorian and Grogu’ movie, we are responding in kind with an activation that feels relevant and exciting,” Yashinsky said. “It’s about showing, rather than just telling, how we’ve listened to guest feedback to deliver the modern, elevated experiences today's guests deserve.”
Burger King is also looking to hire as many as 60,000 workers across the brand’s 6,500 U.S. units in a push to staff up restaurants as another part of its turnaround. A return to the “Star Wars” universe could help improve the brand’s image with prospective employees.
“Collaborating with a world-class property like ‘The Mandalorian’ does more than just drive traffic; it signals to potential team members that Burger King is a modern, high-energy brand that is back at the center of the cultural conversation,” Yashinsky said. “As we look to hire thousands of new employees, these activations demonstrate the level of investment and innovation we’re bringing to our restaurants every day.”
