Brand collaborations from Spam and Danimals to Athletic Brewing Co. are tapping into wellness-driven values like mental health, family connection and better-for-you snacking to build emotional relevance and deepen consumer engagement.
Non-alcoholic beer brand Athletic Brewing Company’s collaboration with five chefs features a limited-edition lime leaf and yuzu brew called Aftershift for Mental Health Awareness Month.
Athletic worked with chefs Chris Cosentino, Chris Shepherd, David Chang, Ashley Christensen and Sarah Grueneberg “to celebrate the resilience of the food service industry,” where $50,000 of profits from the limited edition beer will go toward the non-profit organization Southern Smoke Foundation, according to Athletic.
Southern Smoke Foundation was founded by Chris Shepherd and provides mental health support for food and beverage workers nationwide.
“The Southern Smoke Foundation is immensely grateful for this collaboration with Athletic and the opportunity to work alongside these other incredibly talented chefs,” said Shepherd in a statement. “This will allow us to provide critical resources to service industry workers across the country who are facing mental health challenges.”
Aftershift is available in 6-packs online at athleticbrewing.com for $14.99.
Spam releases limited-edition Lilo & Stitch cans
Spam and Disney’s collaboration for the upcoming May 23 release of the Lilo & Stitch film features Hawaiian-inspired limited-edition art on SPAM cans.
Starting May 5, the collaboration features 15-second ads across streaming and online video in celebration of Hawaiian heritage and family traditions or ohana in Hawaiian, according to Spam’s parent company Hormel Foods Corporation.
“Both the Spam brand and The Walt Disney Studios have created timeless connections with families across generations, making this collaboration a natural fit,” said Daniel Kubiak, senior brand manager for the Spam brand. “We are excited to bring our passionate fan communities together to celebrate and enjoy quality time with their ohana, whether watching the film or creating their favorite Spam dish in the kitchen.”
Danimals, Instacart and Olympic athletes
Danone’s children’s yogurt brand Danimals partnered with Instacart and Olympic track and field star Allyson Felix for its Snack Hero campaign, starting May 1.
The nationwide campaign offers participants $15-worth of eligible Danimals yogurt pouches and smoothies through Instacart as a way to promote healthy snacking, according to Danone North America.
Felix handed out Danimals snacks to young athletes in the Los Angeles Jets Track & Field Club, as part of the Danimals Snack Hero program.
Influencer partnerships with athletes offer another layer of connection with increasingly discerning consumers. For example, American Egg Board’s “Meant to be Broken” campaign with Olympic break dancer Sunny Choi reimagines eggs beyond breakfast, as previously reported.
Shared values between brand and influencer also strengthen the authenticity of the campaign. Felix’s participation in the Danimals campaign highlights her role as both parent and athlete, creating an aligned mission to improve healthy snacking among children, according to Danone.