My Account
Conferences About Newsroom Careers
  • Insights
    Featured
    • All Insights
    • New Topic Guides
    • Gartner Business Quarterly
    • Strategic Planning
    • Leadership Vision
    • Future of Work Reinvented
    • Sustainable Business Strategy
    • Diversity, Equity and Inclusion
    By Function
    • Audit & Risk
    • Customer Service & Support
    • Finance
    • Human Resources
    • Information Technology
    • Legal & Compliance
    • Marketing & Communications
    • Product
    • R&D & Corporate Strategy
    • Sales
    • Supply Chain
    By Industry
    • Education
    • Energy & Utilities
    • Financial Services
    • Government & Public Sector
    • Healthcare
    • High Tech & Telecom
    • Investment Services
    • Manufacturing
    • Retail
    Expert Guidance
    Tools
    Overview
    • Tools to Make Smarter, Faster Decisions
    Featured Tools
    • BuySmart: Buy Technology with Confidence
    • Critical Capabilities: Analyze Products & Services
    • Digital IQ: Power of My Brand Positioning
    • Hype Cycle: Measure Technology Lifecycle
    • Magic Quadrant: Market Analysis of Competitive Players
    • Product Decisions: Power Your Product Strategy
    Templates & Frameworks
    • Benchmarking: Best in Class Diagnostics
    • Cost Optimization: Drive Growth and Efficiency
    • Strategic Planning: Turn Strategy into Action
    Connect with Peers
    Overview
    • Connect with Peers on Your Mission-Critical Priorities
    Conferences
    • All Conferences
    • Asia/Pacific and Japan
    • Europe, Middle East and Africa
    • North America
    • Virtual
    Communities
    • Peer Insights: Guide Decisions with Peer-Driven Insights
    • Evanta: Connecting C-Level Executives
    Conferences
    About
    Newsroom
    Careers
  • Become a Client

    or call

  • Marketing & Communications
  • Roles
    • Chief Marketing Officer
    • Customer Loyalty and Experience Leader
    • Digital Marketing Leader
    • Marketing Organization and Operations Leader
    • Chief Communications Officer
  • Research & Tools
    • All Research
    • State of the Marketing Budget and Strategy 2022
    • Gartner Digital IQ Spider By Brand
    • Consumer and Culture Insights
    • Benchmarking
    • Digital Transit Map
    • Cost Optimization
    • Hype Cycle
    • Magic Quadrants
    • BuySmart
    • Marketing Glossary
  • Experts
  • Insights
    • Trending Topics
    • Articles
    • Daily Insights
    • Featured Videos
    • Marketing Blog
    • In the News
    • Solutions
    • Communications Awards
  • Events
    • Webinars
    • Research Briefings
    • Executive Peer Forum
  • Client Success Stories
  • Marketing & Communications
  • Roles
    • Chief Marketing Officer
    • Customer Loyalty and Experience Leader
    • Digital Marketing Leader
    • Marketing Organization and Operations Leader
    • Chief Communications Officer
  • Research & Tools
    • All Research
    • Benchmarking
    • State of the Marketing Budgets
    • BuySmart
    • Cost Optimization
    • Gartner Digital IQ Index
    • Hype Cycle
    • Magic Quadrants
    • Consumer and Culture Insights
    • Transit Map
    • Marketing Glossary
  • Experts
  • Insights
    • Trending Topics
    • Articles
    • Featured Videos
    • Marketing Blog
    • Podcasts
    • In the News
    • Solutions
    • Marketing Guides
  • Events
    • Marketing Symposium
    • Webinars
    • Communications Awards
    • Research Briefings
    • Executive Peer Forum
  • Client Success Stories
  • Become a Client

    or call

Menu
    • Marketing & Communications
    • Roles
      • Overview
      • Chief Marketing Officer
      • Customer Loyalty and Experience Leader
      • Digital Marketing Leader
      • Marketing Organization and Operations Leader
      • Chief Communications Officer
    • Research & Tools
      • Overview
      • All Research
      • State of the Marketing Budget and Strategy 2022
      • Gartner Digital IQ Spider By Brand
      • Consumer and Culture Insights
      • Benchmarking
      • Digital Transit Map
      • Cost Optimization
      • Hype Cycle
      • Magic Quadrants
      • BuySmart
      • Marketing Glossary
    • Experts
    • Insights
      • Overview
      • Trending Topics
      • Articles
      • Daily Insights
      • Featured Videos
      • Marketing Blog
      • In the News
      • Solutions
      • Communications Awards
    • Events
      • Overview
      • Webinars
      • Research Briefings
      • Executive Peer Forum
    • Client Success Stories
Menu
    • Marketing & Communications
    • Roles
      • Overview
      • Chief Marketing Officer
      • Customer Loyalty and Experience Leader
      • Digital Marketing Leader
      • Marketing Organization and Operations Leader
      • Chief Communications Officer
    • Research & Tools
      • Overview
      • All Research
      • Benchmarking
      • State of the Marketing Budgets
      • BuySmart
      • Cost Optimization
      • Gartner Digital IQ Index
      • Hype Cycle
      • Magic Quadrants
      • Consumer and Culture Insights
      • Transit Map
      • Marketing Glossary
    • Experts
    • Insights
      • Overview
      • Trending Topics
      • Articles
      • Featured Videos
      • Marketing Blog
      • Podcasts
      • In the News
      • Solutions
      • Marketing Guides
    • Events
      • Overview
      • Marketing Symposium
      • Webinars
      • Communications Awards
      • Research Briefings
      • Executive Peer Forum
    • Client Success Stories
    • Conferences
    • About
    • Newsroom
    • Careers

Daily Insights

Restaurants

Share this:

Nostalgia Never Gets Old

By: Alizah Asif Farooqi | Jun 21, 2021

Brand partnerships take on a new look and taste as the pandemic comes to a close. Most recently, Wendy’s intensifies its partnership with Adult Swim’s “Rick and Morty” ahead of the show’s fifth season, which premieres on June 20.

The new effort includes omnichannel details ranging from a custom LED drive-thru and themed menu to Rick and Morty-inspired Coca-Cola flavors—Portal Time Lemon Lime and BerryJerryBoree—which are available all summer long. In addition to targetting young audiences, Wendy’s new push echoes the evolving habits of consumers as the pandemic subsides. Though the crisis may be over, old habits die hard and brands must be aware of that. As such, expanding its partnership with a beloved TV show that many consumers may have binge-watched during the pandemic, while also decking out its drive-thru to welcome the return of stepping out, Wendy’s models a hybrid strategy that could be exactly what post-pandemic diners are craving. It also doesn’t hurt that Adult Swim – the show’s network – is currently enjoying a revival thanks to buzzy platform TikTok via a viral video challenge that ask users to remake the classic TV intermission clips that many grew up on.

By blending both pre-pandemic tactics and post-pandemic expectations, Wendy’s can tap into consumer habits without forcing them to commit to one or the other lifestyle. Additionally, throwing a loved and familiar TV show into the mix can help make the transition process easier for consumers to get on board. If there’s one thing brands have learned throughout the crisis, it’s that nostalgia never gets old.

See more: restaurants , Adult Swim , Wendy's

Weekly Marketing Newsletter

Sign up to receive our latest insights.

By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Contact Information

All fields are required.

Back

By clicking the "Submit" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Related Research

The Annual CMO Spend Survey Research 2020: Part 1

Top 5 Marketing Trends and Priorities for CMOs

Marketing Organization Survey

  • About Gartner
    Who We Are
    • About Us
    • Corporate Responsibility
    • Investor Relations
    • Newsroom
    What We Do
    • Research & Advisory
    • Conferences
    • Consulting
    • Digital Markets
  • Get in Touch
    Contact
    • Contact Us
    • Become a Client
    • Office Locations
    • Technical Support
    Careers
    • Why Gartner
    • Search Careers
    • Our Culture
    • Careers Blog
  • Latest Insights
    Resources
    • Glossary
    • Blog
    • Smarter With Gartner
    • Topic Guides
About Gartner
Who We Are
  • About Us
  • Corporate Responsibility
  • Investor Relations
  • Newsroom
What We Do
  • Research & Advisory
  • Conferences
  • Consulting
  • Digital Markets
Get in Touch
Contact
  • Contact Us
  • Become a Client
  • Office Locations
  • Technical Support
Careers
  • Why Gartner
  • Search Careers
  • Our Culture
  • Careers Blog
Latest Insights
Resources
  • Glossary
  • Blog
  • Smarter With Gartner
  • Topic Guides
Policies Privacy Policy Terms of Use Ombuds

©2022 Gartner, Inc. and/or its affiliates. All rights reserved.

©2022 Gartner, Inc. and/or its affiliates. All rights reserved.