Burger King is giving Bikini Bottom’s favorite restaurant the Krusty Krab a run for its money, launching a SpongeBob menu Dec. 2 for a limited time. The menu comes just ahead of the launch of The SpongeBob Movie: Search for SquarePants, in theaters starting Dec. 19, and includes:
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SpongeBob’s Krabby Whopper: A quarter-pound beef patty, flame grilled and served on a yellow square bun (color from natural spice), topped with American cheese, lettuce, tomatoes, pickles, onions, and mayo and ketchup
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Mr. Krabs’ Cheesy Bacon Tots: Crispy, coin-shaped tots filled with cheese, bacon bits, and potatoes, and served in a treasure chest carton
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Patrick’s Star-berry Shortcake Pie: Strawberry shortcake pie slice with strawberry and vanilla-flavored layers, a cookie crumb crust, shortcake cookie crumbles, and pink star-shaped sprinkles, inspired by SpongeBob’s best friend, Patrick
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Pirate’s Frozen Pineapple Float: A frozen pineapple-flavored beverage topped with tropical flavor cold foam
All four limited-time offers are also available as part of a Bikini Bottom Bundle, served in a Pineapple-shaped Under the Sea Box, complete with a medium float and eight-piece Cheesy Bacon Tots.
Burger King is also offering a special-edition King Jr. Meal in a pineapple-shaped Under the Sea Box, featuring one of six collectible SpongeBob toys and limited-edition SpongeBob crown.
In a recent interview, chief marketing officer Joel Yashinsky called the SpongeBob menu one of Burger King’s most exciting campaigns ever.
“This truly is a 360-degree plan with fun new food, packaging, great work by our technology team, and fun creative,” he said. “SpongeBob is such a fun character to work with. We’re trying to take the brand forward, and away from the “creepy king” phase and into more of a family-friendly arena. SpongeBob is perfect for that.”
The “creepy king” refers to the Burger King mascot, known simply as “The King,” who was a silent and unsettling centerpiece for most of the chain’s advertising campaigns in the mid-2000s. SpongeBob debuted in 1999, so the show and its characters are familiar for several generations.
“With SpongeBob, we can tie in an element of having that great character and bringing it to life in a fun way we believe will speak to multiple generations,” Yashinsky said.
This campaign marks Burger King’s marketing shift toward “family-friendly fun and putting the brand in the hands of its guests,” Yashinsky said. That latter piece builds on the chain’s successful Whopper for You platform launched earlier this year featuring variations of its signature burger, such as the Barbecue Brisket Whopper, submitted by customers.
“What we’re trying to do is be welcoming to everyone. We’ve seen younger audiences come in while keeping true to our older fans. We have our classic food and drinks but also some new items that are very appealing to younger audiences,” Yashinsky said, adding that the SpongeBob-themed frozen pineapple float is a good example of launching something that appeals to younger customers.
“We’re trying to lift all boats in terms of strategy and we’re seeing great success staying true to our core, but also expanding the menu in smart way,” he said. “We swung the pendulum a little too far in days of the King. Now we talk about ‘You Rule,’ and ‘Have It Your Way,’ and putting the brand in the hands of our guests.”
SpongeBob takes over the app
Royal Perks members are invited to order items from the SpongeBob menu with SpongeBob himself, as well as his friends, appearing interactively throughout the BK App.
“We are bringing this to life in a really unique way with the menu, packaging, social media, ads, the work of the tech team,” Yashinsky said. “For the app, we have a fun, engaging experience where SpongeBob is part of the interaction, so you can experience the fun before you get to a restaurant. We’re really focused on that 360 approach and providing a great experience with this.”
Notably, several restaurants also went all-in on SpongeBob last year to mark the show’s 25th anniversary.
Contact Alicia Kelso at [email protected]
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