In a crowded marketplace where capturing consumer attention is harder than ever, brands are finding fresh ways to stand out by tapping into the power of fandom marketing. This approach connects brands with communities built around shared passions – whether it's music, pop culture or niche interests – offering an opportunity to foster loyalty and cultural relevance. Shannon O’Shields, VP of marketing at Rubix Foods, explores how fandom marketing is reshaping the industry and highlights standout examples from brands successfully engaging Gen Z consumers.In today’s saturated and fragmented market, food and beverage brands are searching for innovative ways to build genuine connections with consumers – especially the Gen Z demographic, with nearly 70 million flavour-curious 11- to 27-year-olds who hold a staggering $360 billion in buying power. For this audience, which is consistently inundated by competing content and endless food and beverage choices, traditional traffic-driving strategies like broad discounts, loyalty programmes or endorsements just don’t have the same impact. To stand out, brands must go beyond offering great products, prices and services. In a fast-paced, digital-first landscape, success lies in becoming an integral part of the culture and communities that consumers are most passionate about.With this evolution has come the rise of 'fandom marketing,' a dynamic approach that taps into the passion and loyalty of communities united by shared interests. From sports teams and pop culture icons to niche hobbies and timely events, fandom marketing goes beyond traditional product marketing tactics and prioritises brand marketing, turning customer engagement into a celebration of identity, culture and belonging.Why fandom marketing worksFandom marketing can work for any company or brand, but especially in the food and beverage industry because it taps into the universal human desire for connection. Every brand can build or align with a community of passionate followers, whether that community revolves around a particular interest, shared values or other cultural touchstones. The key is in identifying the appropriate fandom and taking the time to understand what motivates that community, what they value and how they express themselves. Authenticity is so important in engaging fandoms, as fans can quickly spot when a brand is trying too hard or has missed the mark entirely. So, who is doing fandom marketing well? And what are they doing that’s building credibility and growing their share of stomach? Here are a few winning examples of brands that have doubled down and won with fandom marketing.International Delight + Coachella: International Delight partnered with Coachella to launch the Cold Foam House, an immersive, multisensory experience showcasing their latest beverage innovation – Cold Foam Creamer. The event, hosted by relevant celebrities and filled with social media-friendly moments, generated significant buzz among festival-goers, aligning perfectly with Coachella's trendsetting audience and elevating International Delight's cultural relevance.Heinz + Barbie: This collaboration, called 'Barbiecue Sauce,' was a creative partnership between Heinz and Mattel to celebrate Barbie's 65th anniversary. Heinz released a limited-edition pink BBQ-flavoured vegan mayonnaise as a nod to the iconic doll. The idea originated after a mock-up of the sauce was posted on Heinz's Instagram account, sparking a flurry of conversation from fans driven by the excitement around the Barbie movie's massive success. This product not only served as a condiment but also harnessed a cultural moment, combining Barbie's nostalgic appeal with Heinz's innovative branding. Initially only available on Heinz’s website, it later rolled out in select stores and online retailers, making it a collectible item for Barbie enthusiasts and foodies.Chili’s + Vanderpump Rules: Chili's partnered with Vanderpump Rules to create a buzz-worthy collaboration that combined the restaurant's brand with the show's pop culture appeal. The partnership included themed menu items, exclusive events and social media campaigns featuring cast members, engaging both Chili's fans and the show's devoted audience. This collaboration leveraged the show's influence to connect with younger, trend-savvy consumers, driving brand relevance and excitement.Crumbl + Olivia Rodrigo: The partnership between Crumbl Cookies and Olivia Rodrigo was designed to celebrate her 'Guts' tour with a themed dessert. Available at select Crumbl locations in cities on her tour route, this special edition cookie featured a unique and eye-catching cookie unlike any Crumbl had created before. The collaboration aimed to merge Crumbl’s inventive baking with the pop star’s creative energy, offering a unique treat for fans that ties into her music and bold aesthetic.Wendy’s + Lonely Ghost: Wendy's teamed up with lifestyle brand Lonely Ghost for a unique collaboration that blended fast food with fashion. The partnership featured co-branded merchandise and social media campaigns that resonated with Lonely Ghost's loyal, Gen Z-dominated audience. By aligning with a trendy, culture-driven brand, Wendy's boosted its appeal among younger consumers, combining food and fashion to create a memorable crossover.Vita Coco + Robolox: Vita Coco and Robolox took a more philanthropic approach to their partnership. To celebrate World Coconut Day in 2023, a coconut island was added to 'The Coconut Grove' in the game, and for every seedling that players planted in the experience, Vita Coco donated $1 to Seedlings for Sustainability, a Vita Coco social impact programme. The Vita Coco branded island in the game was a subtle way for Robolox’s young audience of Gen Z and even Gen Alpha to associate the brand’s name with a fun experience, while behind the scenes, Vita Coco seized the opportunity to give back to the coconut farming communities that the brand relies on. Fandom marketing has emerged as a powerful strategy in the food and beverage industry, enabling brands to connect with consumers on a cultural and emotional level. These partnerships demonstrate that by embracing authenticity and creativity, brands can create memorable experiences that resonate deeply, foster loyalty and drive relevance in an increasingly competitive and fragmented marketplace.

In a crowded marketplace where capturing consumer attention is harder than ever, brands are finding fresh ways to stand out by tapping into the power of fandom marketing. This approach connects brands with communities built around shared passions – whether it’s music, pop culture or niche interests – offering an opportunity to foster loyalty and […]

In a crowded marketplace where capturing consumer attention is harder than ever, brands are finding fresh ways to stand out by tapping into the power of fandom marketing. This approach connects brands with communities built around shared passions – whether it’s music, pop culture or niche interests – offering an opportunity to foster loyalty and cultural relevance. Shannon O’Shields, VP of marketing at Rubix Foods, explores how fandom marketing is reshaping the industry and highlights standout examples from brands successfully engaging Gen Z consumers.

To stand out, brands must go beyond offering great products, prices and services. In a fast-paced, digital-first landscape, success lies in becoming an integral part of the culture and communities that consumers are most passionate about.Vita Coco + Robolox: Vita Coco and Robolox took a more philanthropic approach to their partnership. To celebrate World Coconut Day in 2023, a coconut island was added to ‘The Coconut Grove’ in the game, and for every seedling that players planted in the experience, Vita Coco donated to Seedlings for Sustainability, a Vita Coco social impact programme. The Vita Coco branded island in the game was a subtle way for Robolox’s young audience of Gen Z and even Gen Alpha to associate the brand’s name with a fun experience, while behind the scenes, Vita Coco seized the opportunity to give back to the coconut farming communities that the brand relies on. Fandom marketing has emerged as a powerful strategy in the food and beverage industry, enabling brands to connect with consumers on a cultural and emotional level. The key is in identifying the appropriate fandom and taking the time to understand what motivates that community, what they value and how they express themselves. Authenticity is so important in engaging fandoms, as fans can quickly spot when a brand is trying too hard or has missed the mark entirely.

Why fandom marketing works

For this audience, which is consistently inundated by competing content and endless food and beverage choices, traditional traffic-driving strategies like broad discounts, loyalty programmes or endorsements just don’t have the same impact. With this evolution has come the rise of ‘fandom marketing,’ a dynamic approach that taps into the passion and loyalty of communities united by shared interests. From sports teams and pop culture icons to niche hobbies and timely events, fandom marketing goes beyond traditional product marketing tactics and prioritises brand marketing, turning customer engagement into a celebration of identity, culture and belonging.

So, who is doing fandom marketing well?

These partnerships demonstrate that by embracing authenticity and creativity, brands can create memorable experiences that resonate deeply, foster loyalty and drive relevance in an increasingly competitive and fragmented marketplace.And what are they doing that’s building credibility and growing their share of stomach? Here are a few winning examples of brands that have doubled down and won with fandom marketing.In today’s saturated and fragmented market, food and beverage brands are searching for innovative ways to build genuine connections with consumers – especially the Gen Z demographic, with nearly 70 million flavour-curious 11- to 27-year-olds who hold a staggering 0 billion in buying power. Fandom marketing can work for any company or brand, but especially in the food and beverage industry because it taps into the universal human desire for connection. Every brand can build or align with a community of passionate followers, whether that community revolves around a particular interest, shared values or other cultural touchstones.

Heinz + Barbie: This collaboration, called ‘Barbiecue Sauce,’ was a creative partnership between Heinz and Mattel to celebrate Barbie’s 65th anniversary. Heinz released a limited-edition pink BBQ-flavoured vegan mayonnaise as a nod to the iconic doll. The idea originated after a mock-up of the sauce was posted on Heinz’s Instagram account, sparking a flurry of conversation from fans driven by the excitement around the Barbie movie’s massive success. This product not only served as a condiment but also harnessed a cultural moment, combining Barbie’s nostalgic appeal with Heinz’s innovative branding. Initially only available on Heinz’s website, it later rolled out in select stores and online retailers, making it a collectible item for Barbie enthusiasts and foodies.International Delight + Coachella: International Delight partnered with Coachella to launch the Cold Foam House, an immersive, multisensory experience showcasing their latest beverage innovation – Cold Foam Creamer. The event, hosted by relevant celebrities and filled with social media-friendly moments, generated significant buzz among festival-goers, aligning perfectly with Coachella’s trendsetting audience and elevating International Delight’s cultural relevance.Chili’s + Vanderpump Rules: Chili’s partnered with Vanderpump Rules to create a buzz-worthy collaboration that combined the restaurant’s brand with the show’s pop culture appeal. The partnership included themed menu items, exclusive events and social media campaigns featuring cast members, engaging both Chili’s fans and the show’s devoted audience. This collaboration leveraged the show’s influence to connect with younger, trend-savvy consumers, driving brand relevance and excitement.Wendy’s + Lonely Ghost: Wendy’s teamed up with lifestyle brand Lonely Ghost for a unique collaboration that blended fast food with fashion. The partnership featured co-branded merchandise and social media campaigns that resonated with Lonely Ghost’s loyal, Gen Z-dominated audience. By aligning with a trendy, culture-driven brand, Wendy’s boosted its appeal among younger consumers, combining food and fashion to create a memorable crossover.Crumbl + Olivia Rodrigo: The partnership between Crumbl Cookies and Olivia Rodrigo was designed to celebrate her ‘Guts’ tour with a themed dessert. Available at select Crumbl locations in cities on her tour route, this special edition cookie featured a unique and eye-catching cookie unlike any Crumbl had created before. The collaboration aimed to merge Crumbl’s inventive baking with the pop star’s creative energy, offering a unique treat for fans that ties into her music and bold aesthetic.