King’s Hawaiian x DM4
King’s Hawaiian and Despicable Me 4 partnered to bring Minions into the world of backyard grilling, tying the film’s playful, over-the-top energy to the brand’s signature slider rolls. The campaign reinforced King’s Hawaiian as the perfect choice for summer gatherings and the Minions as terrible cookout hosts.
A fully integrated campaign was built around A Slider Party for the Ages, with a TV spot featuring the Minions in a chaotic backyard grill-off and custom packaging on their iconic slider rolls. In-store displays, digital and social assets, and branded signage extended the partnership across retail and digital platforms.
A standout extension of the campaign came through King’s Hawaiian’s partnership with Brad Keselowski and NASCAR. We wrapped Keselowski’s race car in custom Minions x King’s Hawaiian artwork, transforming it into a high-speed tribute to the Mega Minions and slider rolls. His pit crew suited up in Minion-inspired blue and yellow, while Keselowski himself wore a Gru-inspired fit — fully committing to the bit.
A fully integrated campaign was built around A Slider Party for the Ages, with a TV spot featuring the Minions in a chaotic backyard grill-off and custom packaging on their iconic slider rolls. In-store displays, digital and social assets, and branded signage extended the partnership across retail and digital platforms.
A standout extension of the campaign came through King’s Hawaiian’s partnership with Brad Keselowski and NASCAR. We wrapped Keselowski’s race car in custom Minions x King’s Hawaiian artwork, transforming it into a high-speed tribute to the Mega Minions and slider rolls. His pit crew suited up in Minion-inspired blue and yellow, while Keselowski himself wore a Gru-inspired fit — fully committing to the bit.
Custom Car and Pitcrew Suits for Brad Keselowski:
