Striking the right balance in brand partnerships is easier said than done. Just look at Squid Game - a pop culture juggernaut that sparked a wave of partnerships across every industry imaginable. From fast food to fashion, brands rushed to latch onto the hype. What initially seemed like a brilliant way to ride the wave of the show’s popularity quickly became overkill. The more partnerships that piled up, the less exciting they became, and the original moment lost some of its magic. The takeaway? Timing and relevance are key. It’s a reminder that in the world of brand partnerships, less can often be more, and timing is everything.

In today’s fast-paced digital landscape, the temptation to hop on every passing trend is stronger than ever. But audiences are becoming savvier - they can tell when a brand is hopping on the bandwagon without a meaningful connection. What started as a clever tie-in becomes background noise in an already crowded space. The real challenge is knowing when to strike and when to step back, allowing a cultural moment to maintain its authenticity. Some brands will sell their soul to jump on a partnership, without considering if it’s right for their brand values and audience. After all, the most impactful partnerships are the ones that feel genuine, not forced.

There are many reasons why an unofficial brand partnership might form. Sometimes, it’s all about seizing the moment. Take Aldi and Moschino, for example. When the luxury fashion brand dropped a £3,730 designer celery bag, Aldi wasted no time poking fun. With their signature cheeky tone, they mocked the absurd price tag, playfully positioning themselves as the go-to for budget-friendly shopping, whether it’s groceries or (accidentally) high fashion. It wasn’t a partnership in the traditional sense, but it was a masterclass in how brands can ride the cultural wave while saving a pretty penny.

Another example of this is Heinz’s playful nod to the iconic blue soup scene from the original “Bridget Jones’s Diary.” To celebrate the release of the new film, Heinz shared an image of a can of blue soup, cleverly staged in front of Bridget’s flat. The post delighted fans and showcased their knack for timely, tongue-in-cheek marketing.

Other times, an unofficial partnership is born out of sheer public demand. The Fifa x Ted Lasso crossover  is a prime example. When actor Jason Sudeikis casually mentioned that his fictional football team,  AFC Richmond should be in FIFA, fans ran with it. The internet buzz turned into a movement, and before long, EA Sports made it official, adding Ted Lasso and his team to FIFA 23. Proof that sometimes, the best partnerships aren’t planned at all, they just need the right audience to make them happen.

The Stormzy x McDonald’s collaboration seemed like a win-win on paper. A celebrity-backed meal with a fan-favourite artist, rolling out in the UK and Ireland. Stormzy’s “Famous Order” meal, featuring a mix of nuggets, fries, and a McFlurry, aimed to tap into the success of similar partnerships in America. But while it sparked excitement for some, it quickly became a question of controversy, with critics questioning the alignment between Stormzy’s activism and McDonald’s corporate ties.

The Stormzy x McDonald’s collab is a classic reminder that authenticity is everything in brand partnerships. When the values of the brand and the influencer don’t align, the backlash is inevitable. It shows that you can’t just jump on a trendy partnership for the sake of it. It’s a lesson in knowing your audience, staying true to your principles, and making sure the collaboration makes sense beyond just a short-term marketing opportunity.

From rugged heritage to high-fashion food fusions, we’ve seen it all when it comes to brand collaborations. Whether it’s Barbour and Land Rover bringing classic British craftsmanship together, Greggs and Primark turning pastry love into streetwear, or Heinz seemingly collaborating with everyone from Absolut to Fenty, some partnerships just hit differently.

Papa Johns has mastered the art of leveraging blockbuster moments and iconic franchises to create memorable brand partnerships. Their collaboration with the 2020 Paralympic Games was a standout, as they became an official partner, aligning with athletes who embody resilience and determination. This partnership was a perfect example of how a brand can align itself with purpose-driven campaigns while connecting with a broader audience.

Then came the big-screen blockbusters. In 2021, Papa John’s teamed up with Spider-Man: Far From Home. Limited-edition pizza boxes featuring Spider-Man artwork and exclusive deals captured the excitement of the film, creating a buzz that was hard to ignore. Fast forward to 2022, and Papa Johns turned Gotham into a pizza haven with a Batman partnership, making every bite feel like a dark and bold adventure. Whether it’s heroes or Paralympians, Papa Johns knows how to bring the excitement to the table - literally.