Bringing a Little Halloween Magic to McAlister’s Deli
With Halloween being one of the most recognizable parts of Kimberly J. Brown’s personal brand, the partnership with McAlister’s Deli presented a natural opportunity to bring together a beloved pop-culture figure and a seasonal brand moment.
The Opportunity
Harnessing Nostalgia To Drive Seasonal Demand
Best known for her iconic role as Marnie Piper in Disney Channel’s Halloweentown, Kimberly has built a highly engaged audience around her love of Halloween and the nostalgia surrounding the franchise.
McAlister’s Deli tapped into that connection to introduce its Halloween-inspired limited-time offerings, including the returning Witch’s Brew and its new Trick-or-Treat Cookie.
The Strategy
Extending Influence Beyond Social Media
JRE facilitated a partnership rooted in authentic alignment between Kimberly’s audience, personal interests, and McAlister’s seasonal offerings. By connecting the brand to Kimberly’s longstanding association with Halloween, the campaign created a natural way to introduce the limited-time menu items while tapping into the nostalgia and excitement surrounding the holiday.
The partnership extended beyond traditional influencer marketing, creating an opportunity for broader entertainment and lifestyle media coverage.
The Impact
Breaking Into Broader Culture
The collaboration generated editorial attention from major lifestyle and entertainment publications, extending the campaign’s reach beyond Kimberly’s owned social platforms.
McAlister’s Deli was able to bring its Halloween offerings into a broader entertainment conversation.
The Takeaway
Natural Alignment Creates Impact
The strongest brand partnerships happen when the connection between talent and brand feels natural. By pairing McAlister’s Deli with a talent whose personal brand is already synonymous with Halloween, JRE helped create a partnership that went beyond a traditional product promotion and generated meaningful additional visibility.
