Foodservice

Steal This Idea: Team With Celeb to Promote Products

Kwik Trip names beverage after Emmy winner Berens; Tim Hortons allies with Bieber
Charlie Berens beverage at Kwik Trip
Photograph courtesy of Kwik Trip

LA CROSSE, Wis.  Need a little pro in your promotion? Consider teaming with someone in show business.

Convenience-store retailer Kwik Trip recently created the Berens Alexander beverage to publicize its Fresh Blends line of beverages. It named the limited-time-offer drink after Emmy-winning journalist and comedian Charlie Berens and is a combination of caramel, chocolate, cream and cold brew.

The partnership between La Crosse, Wis.-based-Kwik Trip and Berens appears to be a perfect match. Berens, creator of the comedic online news series “Manitowoc Minute,” is a Wisconsin native.

Meanwhile, Toronto-based Tim Hortons is attributing a rise of 11.3% in same-store sales in a recent quarters to its marketing deal with Canadian pop star Justin Bieber. The alliance featured menu innovations and merchandise, including new flavors of the chain’s Timbits—dubbed “Timbiebs”—chocolate white fudge, sour cream chocolate chip and birthday cake waffle.

Click here to learn more about the Berens Alexander and here for the Bieber deal.

Click here to read more foodservice ideas to steal.

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