Burger King is set to launch a comprehensive collaboration with "The SpongeBob Movie: Search for SquarePants" on December 2, aiming to captivate audiences across multiple generations. This extensive partnership, detailed to Marketing Dive, will encompass new advertisements, a special menu, collectible toys, themed packaging, an app takeover, and immersive experiential activations. The latest film in the beloved animated franchise is scheduled for release by Paramount Pictures on December 19.

"Our long-standing partnership with Burger King has always been built on bold ideas and shared creativity – but this SpongeBob campaign is next-level," stated Michelle Hagen, Executive Vice President of Worldwide Partnerships at Paramount Pictures. She described the initiative as "the ultimate mash-up of imagination and innovation."

The limited-time menu draws direct inspiration from the vibrant world of SpongeBob, featuring unique items such as a Krabby Whopper served on a distinctive yellow square bun, Mr. Krabs' Cheesy Bacon Tots, Patrick's Star-berry Shortcake Pie, and a Pirate's Frozen Pineapple Float. These items are available individually or as part of a "Bikini Bottom bundle." Additionally, kids' meals will come in a pineapple-shaped box, complete with one of six collectible toys and a crown.

Promoting the new menu and characters are playful, bubble-filled advertisements created by agency BarkleyOKRP, which will air across TV, streaming platforms, YouTube, and social media. This initiative follows a highly successful summer collaboration with Universal's "How To Train Your Dragon," which led to Burger King's best King Jr. meal sales in over a decade. According to an earnings call by parent company Restaurant Brands International, this success encouraged the quick-service restaurant (QSR) chain to further invest in family engagement.

Burger King reported a 3.2% growth in U.S. comparable sales in Q3 2025, marking its highest performance in over a year. Joel Yashinsky was appointed CMO for Burger King's U.S. and Canada business in April, bringing extensive experience from over seven years as chief marketer at Applebee's Neighborhood Grill & Bar, and nearly two decades at rival McDonald's.

Marketing Dive recently spoke with Yashinsky to delve into the origins of the SpongeBob collaboration, Burger King's broader marketing strategies, and its approach to value offerings. The following interview has been edited for clarity and brevity.

Why team Burger King with SpongeBob?

Joel Yashinsky: "It's a natural fit for us for a number of reasons. Firstly, it's fun, and Burger King is truly all about fun. Secondly, it's multigenerational. SpongeBob has been around since 1999, allowing us to connect with different generations of fans. Thirdly, it aligns with our ongoing efforts to highlight how playful, fun, interesting, and tasty our food is."

How long does it take to bring a partnership like this together?

"With great credit to our marketing and culinary team, they've been working on this for longer than I've been at Burger King. When I joined, there was already extensive discussion about the SpongeBob promotion and the groundwork laid. It's almost a year-long process, involving collaboration with the partner, identifying opportunities, and from a culinary standpoint, determining what food items create that fun experience for our customers in restaurants."

How do you speak to the different generations – millennials, Gen Z, and Gen Alpha – that have a relationship with SpongeBob?

"We're developing content for the right audience in the right channel. What's truly enjoyable about SpongeBob is that the content almost creates itself. We work very closely with the SpongeBob team, but our current focus is on elevating the toy experience for kids, the social media component that will reach Gen Alpha and Gen Z, and our strategies for engaging millennials.

For a marketer, it's a fantastic challenge to ensure you have the right content in the right channel at the right time, with the right message. Everyone will get a kick out of SpongeBob in the way we're presenting it, whether it's a TV commercial or a TikTok post or what we're doing on Instagram Reels. But certainly, in today's environment, the ability to target your message in the appropriate channels for the specific guest helps make your overall approach more precise and effective."

A recent earnings call noted that the "Whopper by You" platform has helped Burger King broaden reach with women and Gen Z. What does that platform mean for your marketing?

"We've put a lot of effort into empowering our fans and guests with the brand. Our other initiatives, particularly the 'Whopper by You' promotion – where we create new Whopper flavors inspired by our guests – represent a powerful position for a brand to occupy.

Whether it's a Whopper, a shake, or an old favorite like Cini Minis, we're able to listen to our guests and ensure we're focused on their needs. Being focused on what our guests want, versus what a celebrity might be talking about, we believe is a much stronger play for a brand."

How are you marketing around value during a tough moment for consumers in a crowded restaurant market?

"We understand that our guests are facing challenging economic times right now. Our current goal is to provide them with a great lineup of choices, flavors, and various price points. We're very pleased with the success of our Duo and Trio promotion because it offers excellent choice and selection. We know guests truly value having options in what they can purchase.

That flexibility has proven to be a winner for us. We have a strong everyday value platform for our guests to utilize, while also communicating about our more full-margin premium products, like our 'Whopper by You.' We also believe we have premium products within our everyday value platform. So, balancing that out and effectively communicating it is really important.

We're also observing clear changes in consumer behaviors, particularly around snacking, which has led us to focus significantly on our frozen beverages and desserts. Ultimately, it's about providing guests with what they need. When it comes to value, it's crucial to offer good value, flexibility, and choice. The feedback we're receiving from our guests indicates they appreciate what we're doing."