Baskin-Robbins has teamed up with DeuxMoi, the Instagram celebrity news reporter, during New York Fashion Week, which ends today, on a mobile truck serving up ice cream and merchandise.
DeuxMoi posted on social media the location of the truck while it was parked in various locations around New York City. The truck displayed items such as a T-shirt that read, “Get the Scoop with DeuxMoi ice Creamy made from concentrated cold brew mixed with cold foam flavored ice cream and swirls of sweet cinnamon cream.
DeuxMoi was actually selling its own branded items including a hat, sweatshirt and t-shirt.
““This demonstrates the way brands are active in new and unconventional ways to reach different audiences,” a public relations representative from Baskin-Robbins said in an email.
There are nearly 3,000 local locations of Baskin-Robins, a subsidiary of Atlanta-based Inspire Brands.
An increasing number of restaurant chains are partnering with celebrities to promote their products in an attempt to capitalize on their fans. This week only, a family restaurant chain Friendly’s ice cream was developed in collaboration with pop group The Jonas Brotherswho are currently on tour, and Sweetgreen has collaborated with actress and music artist Renée Rapp To share her favorite order at the fast-casual salad chain.
On Wednesday, the family restaurant chain Cracker Barrel, which has partnered with several country music artists, said during its fourth conference…y Earnings from the quarter indicate she will be working with Dolly Parton this fall.
“We will be partnering with Dolly Parton in late October to highlight the program and promote Dolly’s upcoming collaborative album, ‘Rock Star,’ which will be available in our stores,” said Sandra Cochran, who will step down as president and CEO. CEO.
last week Burger King said it will work with DJ and music producer Steve Aoki To produce a remix of her “Whopper, Whopper” commercial.
In late August, sister chain Baskin-Robbins Dunkin’ worked with Martha Stewart To teach her fans the etiquette of shaking iced coffee. Dunkin’ also frequently features actor Ben Affleck in its commercials, promoting its shared Boston heritage, including one that was was released today which also featured rapper Ice Spice.
That month, Krispy Kreme also partnered with cosmetics brand owner Hailey Bieber, wife of entertainer Justin Bieber, to promote a limited-time strawberry glazed donut that was offered over Labor Day weekend. To celebrate, Hailey Bieber’s company, ROAD, has introduced a lip gloss with an LTO-inspired flavor.
In July, another series from Inspire Brands, Sonic Drive-In, in partnership with musical artists JP Saxe, Kelsea Ballerini, Lainey Wilson, and Metro Boomin to highlight the nearly unlimited beverage customization potential of quick-service concepts.
Also in July, Wingstop has collaborated with hip-hop artist Lato To promote the new dry rub Lemon Herb Remix specializes in chicken wings.
Other recent collaborations include the Chicken Tenders series Raising Cane’s with musician Post Malone, Taco Bell and Paris HiltonAnd Jack in the Box and hip-hop artist Snoop Dogg.
Contact Brett Thorne at (email protected)