Travis has been a busy man, following last weeks release of his brand new song off the soundtrack to Christopher Nolan’s highly-anticipated spy thriller Tenet. Travis Scott has announced his collaboration with the fast food giant McDonald’s.
Travis previously hinted that he was working on a “secret project” during his cover story with GQ. “Tell me if you’re fucking with this,” he told the magazine before adding, “Fire, right?”
Prior to the announcement, an ad for the “Travis Scott Meal” leaked online. After weeks of rumors and leaks, he takes to social media on Thursday, making it official.
In a leaked memo, obtained by Business Insider, McDonald’s chief marketing officer Morgan Flatley spoke about the collab.
“From his impossible-to-get Nike sneaker line, to a cereal collab with General Mills that sold out in 30 seconds, to a record-setting virtual concert series inside Fortnite, Travis Scott is the definition of big in culture,” reads the memo. “Beyond this, he is a true fan of McDonald’s and our cravable, iconic food. He will resonate and spark excitement with our youthful multicultural customers, and has a few surprises to delight our crew and ensure they are part of the excitement.”
In addition to the limited time meal, there also appears to be a Happy Meal toy set including a figurine of Travis, complete with French fries, soft drink, burger, and even a mask.
This partnership is key to remaining relevant and winning over younger customers, Travis unique ability to see and have a hand in where culture is going coupled with his huge followership and social-media footprint, were sited as him being perfect person to reach people under the age of 34. As it’s becoming more and more challenging for brands to reach them.
Travis is reportedly the first of more celebrity collaborations McDonald’s is planning. “We can’t wait to share the rest of the lineup,” Flatley adds in the memo.
However the partnership has caused some controversy within McDonald’s, with some franchisees pushing back against a deal with the rapper. These franchisees felt that a deal with a rapper known partly for explicit lyrics was a departure from the chain’s more family-friendly voice.
But it seem like people have forgotten that the fast food giant has team up with rappers in the past to reach younger audiences. Pusha T wrote the “I’m Lovin’ It” jingle for McDonald’s, making him the composer of the fast food chain’s longest-running marketing campaign in its 76-year history.
Meanwhile, he continues to build anticipation for his next album, which fans have speculated is called Utopia.
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