Wendy’s is really leaning into its partnership with the Adult Swim cartoon “Rick and Morty.”
After hosting special pop-ups and store takeovers, Wendy’s is once again rebranding as “Morty’s,” for a special promotional event through Uber Eats that also sort of parodies the celebrity meal deals that have become so common in fast food marketing.
As part of the lead-up to the show’s sixth season, Wendy’s created special branded meals, and are giving Uber Eats customers the chance to win branded merchandise like hoodies, T-shirts, sweatpants and hats.
Limited Edition Morty’s Merch is here. Order a @wendys Rick and Morty combo only on the @UberEats app for a chance to win. See rules at https://t.co/Gs5HQn9AKb #ad pic.twitter.com/8JlHSe8Oxg
— Rick and Morty (@RickandMorty) September 7, 2022
Rather than partnering with the biggest musicians of the time, Wendy’s is instead going with one of the biggest cartoons, with a particularly passionate fanbase. “Rick and Morty” previously partnered with McDonald’s to resurrect a discontinued dipping sauce that was brought up on the cartoon, and anarchy ensued.
So, it makes sense that they’d want to milk this for all it’s worth, right? But, you have to wonder how long until those returns start to diminish, even with a new season of the show on the horizon.
From a products standpoint, it’s a win-win-win: The show’s creators get their intellectual property on merchandise associated with two major brands; Uber Eats gets its logo on it, too, and has the exclusivity factor since you can only win when you order through the app; and Wendy’s, of course, sells food and gets people wearing it’s gear.
It’s not the most creative idea, though. Sweats and hats are pretty much the starter pack for an apparel giveaway. For a show with so much world-building and out-of-this-world creativity, you’d think they’d go a little bit further than this.
