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.
Click here to read the story at restaurantdive.com.
Discussion Questions:
- What is positioning?
- How is White Castle positioning the brand with this marketing campaign?
- Why do you think they chose to launch the campaign to coincide with the Easter holiday?
- What is branded merchandise?
- Why do you think they are offering branded merchandise?
- What is influencer marketing?
- Why do you think White Castle is turning to influencer marketing as part to this campaign?
- Based on information from this story, describe how the brand is using social media as part of this marketing campaign.