White Castle Taps into Gilmarie for an Uplifting Ad Campaign
Kalin Ned — April 17, 2018 — Life-Stages
References: whitecastle & marketingdive
In an attempt to effectively develop a fast food advertisement that is culture-rich and appeals both to Millennial and Gen Z consumers, White Castle partners with up-and-coming Puerto Rican singer and songwriter Gilmarie. In a Hispanic national ad campaign, the fast food establishment promotes its tasty menu, the signature White Castle experience, as well as the pop star's new song 'Make a Bold Move.' Gilmarie's single was released on International Women's Day in support of the empowerment movement and is a great way for White Castle to showcase its advocacy.
The fast food advertisement campaign is fast-paced, uplifting and dancey. Highlighting trends in youth culture like meal sharing, skateboarding and even a short-lived Boomerang effect, White Castle is able to produce a youthful, cheerful and diverse spirit for the Hispanic consumer.
The fast food advertisement campaign is fast-paced, uplifting and dancey. Highlighting trends in youth culture like meal sharing, skateboarding and even a short-lived Boomerang effect, White Castle is able to produce a youthful, cheerful and diverse spirit for the Hispanic consumer.
Trend Themes
1. Culture-rich Advertisements - The trend of incorporating diverse cultural references in advertisements presents an opportunity for businesses to reach a wider audience and resonate with Millennial and Gen Z consumers.
2. Youth-centric Marketing - The trend of incorporating youth culture elements, such as skateboarding and energetic dance moves, allows brands to connect with the younger generation and create a vibrant brand image.
3. Advocacy-driven Advertising - The trend of aligning advertising campaigns with social causes, like empowerment movements, provides businesses an opportunity to showcase their advocacies and engage with socially conscious consumers.
Industry Implications
1. Fast Food - The fast food industry can tap into culture-rich advertisements and youth-centric marketing to attract Millennial and Gen Z consumers and create a more inclusive brand image.
2. Music and Entertainment - The music and entertainment industry can partner with brands to produce advocacy-driven advertising campaigns that leverage popular artists to promote social causes and reach a wider audience.
3. Advertising and Marketing - The advertising and marketing industry can explore the trend of incorporating diverse cultural references, youth culture elements, and advocacy-driven messaging to create impactful and engaging campaigns for their clients.
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