Food marketing is all about merch collabs right now. From Dunkin’ to Wawa and even Gap, collabs between fashion and food brands have been non-stop this summer. Merch is not a new idea, of course, but collabs are strategic ways to align brands with the status symbols among young consumers—like Dunkin’ with tween-loved Parke hoodies and Starbucks with Dandy sweatshirts. These limited collabs become not only a way to increase visibility and associated coolness, but also become a collectible hunt. For example, Lands’ End partnered with Wawa for a summer tote built to carry a Shorti hoagie to the beach, which sent fans on a hunt as they sold out quickly. Gap similarly took a regional exclusive approach by partnering with Los Tacos No.1 in New York, which gives owners of the merch proof of being in-the-know enough to find it before it’s gone, or quick enough to snag it online. (Modern Retail)
👀 Read more from YPulse: 7 Brands Making Their Own Merch for Gen Z
