Baskin-Robbins collaborated with Instagram celebrity-gossip reporter DeuxMoi during New York Fashion Week, which ends today, on a mobile truck offering ice cream and merchandise.
DeuxMoi posted on social media about the location of the truck as it parked at various locations throughout New York City. The truck offered items such as a t-shirt that said “Get the Scoop with DeuxMoi X Baskin-Robbins” as well as the ice cream chain’s Flavor of the Month, Coffee Shop Cold Brew, which is ice cream made with cold brew concentrate combined with fluffy cold foam flavored ice cream and cinnamon sweet cream swirls.
DeuxMoi actually was selling her own branded items including a hat, crewneck sweatshirt, and t-shirt.
“This showcases the way brands are activating in new & unconventional ways to reach different audiences,” a public-relations representative from Baskin-Robbins said in an email.
There are nearly 3,000 domestic locations of Baskin-Robbins, which is a subsidiary of Atlanta-based Inspire Brands.
A growing number of restaurant chains are partnering with celebrities to promote their products in an effort to leverage those personalities’ audiences. Just this week, family-dining chain Friendly’s launched sundaes developed in collaboration pop band The Jonas Brothers, who are currently on tour, and Sweetgreen teamed up with actress and musical artist Renée Rapp to share her favorite order at the fast-casual salad chain.
And on Wednesday, family-dining chain Cracker Barrel, which has partnered with numerous country music artists, said during its 4th quarter earnings call that it would work with Dolly Parton this fall.
“We'll be partnering with Dolly Parton in late October to highlight the program and to promote Dolly's highly anticipated collaborative album, ‘Rock Star,” which will be available in our stores,” said Sandra Cochran, who is stepping down as president and CEO.
Last week Burger King said it would work with D.J. and musical producer Steve Aoki to produce a remix of its “Whopper, Whopper” commercial.
In late August, Baskin-Robbins sister chain Dunkin’ worked with Martha Stewart to teach her audience about the etiquette around shaking iced coffee. Dunkin’ also repeatedly features actor Ben Affleck in their commercials, promoting their shared Bostonian heritage, including one that was released today that also featured rapper Ice Spice.
That month Krispy Kreme also partnered with cosmetics brand owner Hailey Bieber, wife of entertainer Justin Bieber, to promote its limited-time Strawberry Glazed doughnut which was offered over Labor Day weekend. To mark the occasion Hailey Bieber’s company, Rhode, introduced a lip gloss with flavor inspired by the LTO.
In July, another Inspire Brands chain, Sonic Drive-In, partnered with musical artists JP Saxe, Kelsea Ballerini, Lainey Wilson, and Metro Boomin to highlight the quick-service concepts’ nearly infinite drink customizability.
Also in July, Wingstop collaborated with hip-hop artist Latto to promote the chicken wing specialist’s new Lemon Herb Remix dry rub.
Contact Bret Thorn at [email protected]