Burger King is set to launch an exciting collaboration with the highly anticipated film “The SpongeBob Movie: Search for SquarePants” on December 2, ahead of its theatrical release by Paramount Pictures on December 19. This partnership will introduce a variety of innovative marketing initiatives, including new advertisements, a special themed menu, collectible toys, packaging, and unique in-store experiences aimed at engaging families and fans of all ages, according to details shared by Marketing Dive.
Michelle Hagen, Executive Vice President of Worldwide Partnerships at Paramount Pictures, expressed enthusiasm about the collaboration, highlighting it as a significant step in their long-standing relationship with Burger King. “Our partnership has always been built on bold ideas and shared creativity — but this SpongeBob campaign is next-level,” she stated, emphasizing the imaginative fusion between the two brands.
The limited-time menu will feature whimsical items themed around SpongeBob’s world, such as the Krabby Whopper, made with a striking yellow square bun; Mr. Krabs’ Cheesy Bacon Tots; Patrick’s Star-berry Shortcake Pie; and a refreshing Pirate’s Frozen Pineapple Float. Customers can purchase these items individually or as part of a “Bikini Bottom” bundle, and kids’ meals will come in playful pineapple-shaped boxes accompanied by one of six collectible toys and a crown.
The promotional efforts will be supplemented by fun, bubble-filled advertisements produced by agency BarkleyOKRP, which are scheduled to air across various platforms, including television, streaming services, YouTube, and social media. This campaign follows a successful summer partnership with Universal’s “How To Train Your Dragon,” which resulted in significant sales growth for the chain.
In its latest quarterly report, Burger King announced a 3.2% increase in U.S. comparable sales for Q3 2025, marking its highest performance in over a year. In April, Joel Yashinsky was appointed as Chief Marketing Officer for Burger King’s U.S. and Canada operations, bringing valuable experience from his previous roles at Applebee’s and McDonald’s.
In a recent interview, Yashinsky explained that partnering with SpongeBob is a natural fit for Burger King due to the fun and multigenerational appeal of the character. He highlighted the brand’s commitment to delivering a playful and enjoyable dining experience while also appealing to a wide audience, including Millennials, Gen Z, and Gen Alpha.
Developing effective content to reach these diverse demographics involves multiple channels, and Yashinsky’s team is dedicated to creating tailored experiences for each group. This approach has been a strategic move to enhance customer engagement and ensure that the promotions resonate with fans.
Furthermore, Yashinsky discussed Burger King’s focus on providing value during challenging economic times for consumers. The chain has been successful in offering a variety of menu items at different price points, ensuring flexibility and choice for customers. With the current trends in consumer behavior leaning towards snacking and value-seeking, Burger King aims to meet these demands with a combination of innovative flavors and dependable everyday value offerings.
As the film premiere approaches, fans can look forward to the delightful and creative offerings from Burger King that promise not only to bring a taste of Bikini Bottom to their plates but also a unique dining experience that celebrates the beloved SpongeBob SquarePants franchise.