Why Wendy’s is animated about its SpongeBob collab

Wendy’s is tapping SpongeBob Squarepants fandom with an limited time offer aimed at nostalgia-seekers and younger fans.

The QSR’s Krabby Patty Kollab Burger and Pineapple Under the Sea Frosty are available until early November. The offerings are timed to coincide with and celebrate the 25th anniversary of SpongeBob SquarePants, the popular undersea animated series, memes from which have spawned a whole internet ecosystem.

Liz Geraghty, CMO for The Wendy’s Company, tells strategy the Krabby Patty has been a central element of the TV show, and that there’s been a lot of  speculation about its ingredients, with fans imagining what the burger might taste like in the real world. This, Geraghty says, creates a unique opportunity for the brand, especially given that it’s known for its square patties, a natural tie-in to SpongeBob Squarepants.

The hero spot’s coda reminds viewers that Wendy’s “keeps it fresh.” Freshness has been longstanding positioning and a brand differentiator, and was part of the QSR’s messaging last spring when Wendy’s took a shot at rivals in a big fresh-centric campaign.

And, as Geraghty explains, with the Halloween season upon us, it’s also the perfect time to remind Wendy’s customers of the scariest thing of all, which is frozen beef.

That’s why, this October, along with the SpongeBob “Krabby Patty Kollab,” Wendy’s is also running a price-pointed campaign focusing on its Canadian fresh, never frozen beef, with a $4 Dave’s Single Cheeseburger.

The target for the menu innovation is SpongeBob and Wendy’s super fans between the ages of 18 and 49.

“Many of the super fans in our target audience grew up watching SpongeBob, which absolutely will be nostalgic for millennials and beyond,” she says. “We know our target audience for the Wendy’s Krabby Patty Kollab is eager to try to new things and is always looking for ways to immerse themselves in the SpongeBob universe.”

Initiative is supporting from a media buying perspective, promoting exclusively on Paramount+ and its properties. The Canadian creative is being developed in collaboration between Paramount and McCann Canada.

Lastly, a driving force in the “Kollab” is the Paramount Brand Studio, the company’s full-service branded content studio dedicated to Paramount Advertising and its clients. Paramount Brand Studio collaborated with Wendy’s to develop a robust co-branded marketing campaign leveraging custom creative and social content that lives across all platforms.

In addition to the above media buys and creative, Ketchum Public Relations Canada is leading the charge from an influencer and media outreach perspective.

Wendy’s is gifting select Canadian and foodie influencers with creative care packages, complete with exclusive swag to get SpongeBob and Wendy’s fans alike excited to trial the LTOs.

In Quebec, the in-store promo materials and packaging will be in French.