Dive Brief:

• Burger King in Brazil has teamed with Fila on a fashion collection inspired by its flame-grilled food that is accompanied by a campaign, “The Collab Born from Fire,” created by David São Paulo, per details shared with Marketing Dive.
• Similarly, McDonald’s in Canada partnered with Crocs for a limited-edition line of shoes, socks and Jibbitz charms inspired by brand mascots Grimace, Birdie and the Hamburglar, according to a press release. The collaboration includes a donation to Ronald McDonalds House Charities.
• The dueling collaborations from fast-food rivals Burger King and McDonald’s demonstrate how brands continue to look to fashion and culture as a way to connect with younger consumers who are ad averse but not brand-averse.

Dive Insight:

Coincidentally timed releases from fast-food rivals Burger King and McDonald’s — in global markets but with an eye on borderless internet virality — show how fashion collaborations remain a go-to way for marketers to build lifestyle brands by merging culture and commerce. Blending the tactics together can attract Gen Z and millennial consumers who have expressed an aversion to traditional ads but no problem wearing branded merchandise.

Burger King’s work with Fila — its first fashion collaboration in Brazil — ties the chain’s “flame-grilled” value proposition with Fila’s connection to streetwear culture. The collection includes the FX-33 sneaker, a cap, a bucket hat, socks and a shoulder bag that are available on fila.com.br and in Fila stores in Brazil. To boost the effort, agency David São Pao created a spot, “The Collab Born from Fire,” that imagines the apparel’s creation via flamethrower.

McDonald’s meanwhile teamed with Crocs, a brand that saw a resurgence due to a pandemic-era focus on comfort and has remained sticky with consumers, especially Gen Zers. Crocs notched over $1 billion in revenue in Q3.

The team-up is inspired by brand characters Birdie, the Hamburglar and Grimace, the latter of whom served as the star of a McDonald’s marketing campaign with a nostalgia focus last summer. The limited-edition collection — available at Crocs.ca, Crocs retail locations and select wholesale partners — includes Jibbitz, the popular charms that allow consumers to customize their Crocs. 

“We love how passionate our guests are about their McDonald’s orders, and with this Crocs collaboration they can now boldly express themselves through their footwear,” said Alyssa Buetikofer, vice president and chief marketing officer at McDonald’s Restaurants of Canada, in a statement.

Both McDonald’s and Burger King have previously used fashion collaborations — in both the real world and online spaces — to engage with consumers. McDonald’s made waves last year by reimagining its Happy Meals through a partnership with the cult streetwear label Cactus Plant Flea Market. Meanwhile, QSR competitor Taco Bell beat McDonald’s to the punch with its own Crocs drop in June.