While COVID-19 has kept celebrities off the red carpet, a number of product collaborations, endorsements and corporate finance endeavors have kept them in the spotlight.
And while star power has certainly proven to be a valuable asset over the last century, some of the biggest names in sports and entertainment have been able to leverage their success in truly unique ways across the food landscape, particularly during the pandemic.
Take, for example, Travis Scott.
The rapper partnered with Anheuser-Busch on developing Cacti Agave Spiked Seltzer, which after a nationwide launch in over 20,000 locations last month, sold out in under 24 hours.
Scott also collaborated with McDonald’s on his own meal last year, the first celebrity to get one with the fast-food giant since Michael Jordan in 1992. According to Forbes, he earned an estimated $20 million through the deal, with roughly $15 million of those earnings from cobranded merchandise.
While a second McDonald’s collaboration last year with Colombian singer J Balvin fizzled out because of merchandise production challenges, the chain announced earlier this week that it’s teaming up with Korean boy band BTS to promote a new meal, in a move designed to grow the reach of its celebrity promotional campaigns.
Social Media, Dunkin’ and Charli D’Amelio
Social media influencers – from megastars to smaller, niche personalities – are also getting in on the action, with the influencer marketing industry…