Snoop Dogg’s Munchie Meal and Celebrity-Inspired MULO Brands

We live in a world of stars — big, small, and on the rise. From singers and actors we watch on stage and screen to reality TV celebrity to previously-unknown consumers who make a name for themselves on TikTok, we exist in a world where everyone can be perceived as “talent.”

Celebrity endorsements are certainly not new. They date back to the 1760s.

But our fixation on stars seems to be on the upswing. Recent research indicates that younger generations are more interested in celebrities than the groups that came before them.

A Wharton study asserts that celebrity endorsements can directly impact sales.

Multi-location (MULO) brands are cashing in on their fan bases to drive more traffic to their online and brick-and-mortar stars and build buzz on social media.

Here are just a few of these recent high-profile collabs:

1. Jack in the Box (with more than 2,000 locations) recently tapped Snoop Dogg to help create and endorse a limited edition “Munchie Meal.” This customizable box is promoted via this commercial.
2. Pete Davidson of Saturday Night Live and Taco Bell® teamed up to promote the California Breakfast Crunchwrap and other early morning options.
3. Jersey Mike’s and Danny DeVito teamed-up for a campaign. This was the first time the sandwich giant (2,500+ locations) ran a celebrity-based campaign.
4. Comedian Kevin Hart is the face of Fabletics men’s athleisure brand.
5. Although some celebrities have their own mom-and-pop retail brands, others have invested significant amounts into existing MULO brands.

Using a well-known face to promote a chain or product line is nothing new. Some celebrities have created their own MULO brands.

For example, Wahlburgers now has more than 90 locations, and its dishes are based on recipes from the brothers’ own family kitchen.

Other celebrities have their own online stores, selling fashion and beauty products. Others have licensed their name to existing brands.

Even if you can’t afford to engage a big-name celebrity, MULO brands find that today’s influencers are not always major movie or music stars. If you’re working on a limited budget, you can tap into the Insta-famous or reality TV “characters.” But be sure you’re crafting creative that showcases your brand and products, not just the famous face.

If you’re engaging a celebrity to develop products, become the face of your MULO brand, or build crowds for store openings and promotions:

• Make sure your chosen person is consistent with your brand spirit and values.
• Develop contract terms that ensure the spokesperson is available for in-store appearances, employee gatherings, conferences/trade shows, and other events. Ensure that your “partner” is easy to access and work with and doesn’t play diva when you need them for a meet-and-greet.
• Social media is a huge part of today’s advertising landscape, so if you partner with a well-known figure, you should benefit from their online reach and fan base.

Above all, carefully. Having a recognizable face associated with your brand will only pay off if you have enough marketing dollars to compensate them AND to promote your product or store.