Gladys Santiago

FatBurger Transforms Into Bob’s Burger

Posted in Advertising, Branding, Media, Product Placements, Television by Gladys Santiago on January 9, 2011

While I’m not familiar with fast food franchise FatBurger, they’ve done something pretty remarkable in rebranding 64 of its locations into Bob’s Burger, a fictional restaurant featured in Fox’s new animated series of the same name. 7-Eleven launched a similar promotion in 2007 when it “Simpsonized” 11 of its stores into Kwik-E-Marts for the release of The Simpsons Movie. The FatBurger makeover is a bit riskier because 7-Eleven was integrating elements from The Simpsons, an established TV show and brand. This was lauded as a brilliant example of reverse product placement because it allowed customers to enjoy the fictional world of Springfield with products like Krusty O’s and Squishee drinks. The cross-promotion was a welcomed treat for any Simpsons fan. In comparison, Bob’s Burger is a new series without a built-in fan base or place in pop culture history. Regardless, its refreshing to see brands giving customers the opportunity to engage with fictional worlds.

On a side note, I wonder if it’s just a coincidence that both FatBurger and Bob’s Burger logo are red and yellow

I’m not sure where there’s a FatBurger, but here’s a coupon to use if you’re near one. My gift to you!!

Images via: FatBurger

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