• by Danielle Oster , 9 hours ago

When Netflix’s series “Wednesday” returned to the streaming service this week, it did so with the help of some big brand partnerships to hype its return.

The show, which stars Jenna Ortega as Wednesday Addams from “The Addams Family,” debuted the first half of season two on Aug. 6 after its first season became the top-streamed English-language show on the platform.

According to Netflix, the pre-release campaign scared up 3 billion owned social impressions, setting a new record for the streaming service’s largest prelaunch social campaign.

Alongside an extensive “Doom Tour” promotional tour from Netflix featuring the show’s stars are an extensive array of brand partnerships, which will continue to hype the show ahead of the second half of the season, streaming on Netflix beginning Sept. 3.

Here are a few of the most noteworthy:

Booking.com

The official sponsor for the show on Netflix’s ad-supported tier, Booking.com focuses not on its titular character, but on matriarch Morticia Addams, played by Catherine Zeta-Jones. Booking.com launched a campaign that imagines what an Addams family vacation might look like. Zeta-Jones stars as Morticia in the campaign, which showcases some eerie destinations as the character finds herself “a little piece of purgatory.” The campaign runs through September in the U.S.

Cheetos’ hands-on branding

PepsiCo’s snack food brand has leaned into the flavorful dust Cheetos leaves behind on fingertips, finding a natural fit with incorporating “Wednesday”s severed hand “Thing” into the brand partnership. Cheetos named “Thing” its “official spokeshand” in a campaign promoting the launch of a limited-time Cheetos Flamin’ Hot Fiery Skulls flavor in the U.S.

Primark

The U.K.-based retailer has the official uniform for “Wednesday” fans. Primark launched a global Colleen Atwood x Primark collection on Aug. 4 inspired by the series, in collaboration with the show’s costume designer.

“The new looks for this season of Wednesday are more street, more grown up, and even more fun to mix and match. We’ve leaned into bolder silhouettes and layered textures that reflect Wednesday’s evolving character, still rooted in gothic tradition, but with a contemporary edge,” Atwood told LicensingSource.net, adding that the collection was designed to bring the show’s “dramatic style into everyday wardrobe pieces for fans.”

Wendy’s “Meal of Misfortune”

The QSR leaned into the show’s spooky vibes, naming the “Wednesday”-themed meal launched this week the “Meal of Misfortune.” Wendy’s offering pairs “Rest in 10-Piece” chicken nuggets with mystery-flavored spicy “Dip of Dread” dipping sauces, fries and a cherry-flavored “Raven’s Blood” frosty, describing the meal in a social media campaign as “a culinary nightmare.” The meal will be available in Canada on Aug. 11.