• by Eric Yaverbaum , Yesterday

What do the Grinch, SpongeBob, and Sabrina Ionescu have in common? They're all selling burgers (without even realizing it).

Fast-food chains are tapping into cultural relevance at scale. This month, just in time for March Madness, McDonald's recently unveiled a limited-edition “All American Games Happy Meal.” The meal includes toys with homages to basketball legends across decades, from Carmelo Anthony to Sabrina Ionescu to Angel Reese. Last year, a Grinch-themed collaboration helped push the chain's quarterly revenue to $7 billion.

These aren't one-off stunts. They're a replicable playbook that marketers across every industry should be studying.

What's behind the formula? It comes down to three marketing fundamentals that pop culture collaborations execute exceptionally well. Read on to learn how nostalgia, exclusivity, and experiential moments make consumers feel more like participants than customers.

Have Pop Culture Do the Heavy Lifting

The All-American Games and Grinch meals aren't just about selling chicken nuggets and fries. They're about selling a feeling. Whether you grew up watching basketball or are tuning in to the current wave of standout women's sports stars, a collectible toy at the drive-through acts as an instant connection point. Brands aren't building engagement from scratch. They're leveraging what their consumers already love.

Partnering with a celebrity, reviving a beloved brand element, or simply speaking the cultural language of your core audience can unlock a level of emotional resonance that keeps consumers coming back.

Turn Limited Time Into ROI

Burger King’s collaborative campaign with the recent SpongeBob Movie not only generated buzz. It grew the chain’s same-store sales 2.6% during the fourth quarter of 2025. A major reason? Scarcity. Limited-edition offerings create urgency that evergreen menus simply cannot. When consumers know a product disappears after a few weeks, missing out becomes a purchase motivator.

Any brand -- not just huge fast food chains -- can manufacture meaningful scarcity,. You don't need to be a national corporation to create a limited release. You need a compelling reason for customers to act now rather than later. That reason just has to feel real and worth caring about.

Lean Into Creating Memorable Experiences

What makes these collaborations particularly effective is how they’re experiential. A husband could’ve collected and worn McDonald’s Grinch-themed socks with his wife. A parent could get the “All American Games Happy Meal” for their child before sitting down to watch the 2026 NCAA tournaments.

This also provides the opportunity for the promotion to go viral. Influencers might film themselves unboxing collectibles, eating a themed snack, or guessing which figure they’ll get. The brand becomes the backdrop for content consumers actually want to share.

The brands winning today aren't just selling products—they're creating moments worth remembering, sharing, and coming back for. Whether you're a global fast food chain or a local business, tapping into cultural relevance isn't a luxury; it's the strategy.