Marketing Currents - Business and Marketing Current Events

White Castle cooks up brunch recipes, branded merch for Easter

White Castle is expanding on the idea that it can be part of holiday celebrations with recipes that include its sliders as a key ingredient. With many people celebrating Easter at home instead going out for a special brunch or dinner because of worries about the pandemic, White Castle aims to show how its fans can enjoy its menu items, whether they’re from a restaurant or the frozen-food aisle at a grocery.

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Discussion Questions:

  1. What is positioning?
  2. How is White Castle positioning the brand with this marketing campaign?
  3. Why do you think they chose to launch the campaign to coincide with the Easter holiday?
  4. What is branded merchandise?
  5. Why do you think they are offering branded merchandise?
  6. What is influencer marketing?
  7. Why do you think White Castle is turning to influencer marketing as part to this campaign?
  8. Based on information from this story, describe how the brand is using social media as part of this marketing campaign.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.