Burger King returns to ‘Star Wars' galaxy as turnaround push endures [Yahoo! Finance]
Walt Disney Company (The) (DIS)
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Source: Yahoo! Finance
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 com
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