‘Despicable Me 4’ Mega Mayhem Combo
King's Hawaiian
King's Hawaiian had a licensing partnership with Illumination and Universal for Despicable Me 4, and theatrical was an untapped channel for Pretzel Bites. With one of the summer's biggest animated films as the vehicle, there was an opportunity to put the product in front of millions of moviegoers nationwide at the exact moment they were looking for something to snack on.
Campaign Development
CPG
Co-Marketing
Licensing
The Strategy
We activated a nationwide AMC placement with Pretzel Bites featured in a co-branded combo meal running the full theatrical run of Despicable Me 4, and paired it with a cultural launch moment at Universal Studios CityWalk to generate influencer content and earned buzz around the partnership.
The Execution
- Mega Mayhem Combo placement executed across AMC locations nationwide
- Weekly cross-functional alignment meetings led with AMC team
- Influencer screening event executed at the AMC Universal Studios CityWalk
- Fully wrapped King's Hawaiian food truck deployed for consumer sampling
- Social media team coordination to drive pre and post-event content and earned reach
The Results
2,800+
AMC locations with combo placement nationwide
150+
Attendees at influencer screening execution
XX
Pounds of product shipped to AMC locations
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Pretzel Bites Sampling Cup Development
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