You don’t have to be Harold or Kumar to know that White Castle is a popular destination for late night (miniature) burger cravings. And the revered fast food brand is now leaning into that reputation with special “Night Castle” packaging and merchandise.
Beginning last week, White Castle’s 20 slider “Crave Clutch” will now come in a spooky night-time themed case, while customers can snag one of three specially themed beverage cups:
But the real draw is the merch. The collection, available at White Castle’s “House of Crave” online store, really commits to the late-night theme. There are light-up cups, ice buckets and ice cubes. There’s an LED mouse pad and a glow-in-the-dark T-shirt. There’s a sleep mask. And there are socks with hamburger constellations on them.
For anyone looking for slightly less, uh, glow-y merchandise, there’s also an assortment of shirts, a hat and a pair of hoodies, one of which features Champion branding in addition to the “Night Castle” logo.
Late night has always been in our DNA. So next time you’re chasing the sun, hit up #NightCastle for your late-night Crave. pic.twitter.com/MmvPX33TH2
— White Castle (@WhiteCastle) June 22, 2022
It’s nice to see a brand using light-up merchandise in a non-gimmicky way. The Night Castle merch fits organically with the theme and gives the collection some extra juice. Beyond that, there are a few other nice design touches, like the all-over prints on two of the shirts and the “party monster” graphic that’s on both the packaging and the sleep mask.
“When the sun goes down, we’re like a beacon of light to our many Cravers looking for good food and good fun after dark,” said Jamie Richardson, vice president at White Castle. “Our new Night Castle packaging and merchandise make it more fun than ever to enjoy White Castle at night. We’re the late-night food adventure that they’ve been craving.”
This isn’t the first time White Castle has gotten creative with promotional products. And we doubt it will be the last.
