Pizza Hut launched a limited-edition Moving Box Table on August 27 geared toward the 87% of Americans who say they’ve eaten pizza during a move.
Currently, the origami-style box is only available to those relocating to Dallas, Orlando, or Charlotte — three of the most popular U.S. moving destinations in 2023.
A Resurgence of Pandemic Marketing Trends
As economic uncertainties persist in 2024, relevant marketing trends that emerged amid the pandemic in 2020 appear to be making a comeback.
Food and beverage companies are once again rebranding less-exciting events and milestones as celebratory occasions — even the dreaded ones like breaking up, Chick-fil-A being closed on Sundays, and moving day, of course.
The Moving Box Table also reflects a second pandemic trend: meeting people where they are and finding ways to make their lives easier.
While many brands focused their 2020 efforts on frontline workers, Miller Lite targeted football fans without cable who were no longer able to cheer for their favorite teams from the sports bar with its Cantenna, a beer can equipped with a digital antenna.
Speaking of sports…
Stability by Association
Some companies are attempting to weather the storm by positioning their offerings under the wing of a cultural cornerstone and key player in the U.S. economy: sports.
For Wingstop, this happened unintentionally, however, the close association between its offerings and live sports has been key to the chicken-wing chain’s success as the fast-food industry has continued to struggle.
To capitalize on this connection, Wingstop has refocused much of its marketing on key sporting events. Unsurprisingly, its competitors have been taking notes and are now turning to shock value to bring the heat.
Popeyes unveiled its Sweet ‘N Smokey Chipotle Wings in August, and it’s hard to say which is bolder — their new flavor or proclamation that Popeyes is the “Official Wing of Watching Football.”
To support this claim, the chain is offering six free pieces of the new wings to Popeyes Rewards members with a purchase of at least $10 from August 26 to September 8.
Other Noteworthy Affiliations
The targeted associations extend to the music sphere, as well. On August 29, Burger King debuted a new Frozen Pink Lemonade ahead of the 2024 MTV Video Music Awards on September 11.
“This marks the fifth year in a row that we’ve partnered with Paramount and MTV, and the first time we’re introducing a product inspired by the VMAs,” said CMO Pat O’Toole. “We’re excited to be the frozen drink of the VMAs — a drink that’s just as cool and vibrant as the show itself.”
Earlier this year, Smirnoff was dubbed the “Official Spirits Partner of the 2024 GRAMMY Awards,” with Frontera Wines claiming the wine-specific title and FIJI Water holding down the fort for H₂O.
Moving With the Times
Though increased food prices and decreased disposable incomes are forcing many consumers to tighten their budgets, it’s likely they will continue reserving their splurges for social events celebrating everything from the Oscars to the Olympics.
Companies that can find innovative ways to intertwine their products with these universal human experiences and cultural traditions will enhance their brand awareness and bolster operations for the unpredictable road ahead.
