X-Men x White Castle: A Record-Breaking QSR Film Promotion

Brian Gartland orchestrated a high-velocity, multi-channel promotional partnership between the iconic fast-food chain White Castle and the theatrical release of 20th Century Fox’s blockbuster, X-Men: Apocalypse. This collaboration served as a masterclass in 'Event Marketing,' utilizing custom menu innovation to create an instant pop-culture phenomenon.

The Apocalyptic Menu Strategy: To cut through standard quick-service restaurant (QSR) advertising clutter, the partnership centered around product customization. He developed an exclusive, X-Men-themed menu highlighted by the 'Apocalyptic Waffle Slider' - a hot and spicy menu innovation that triggered immediate consumer urgency.

The Result: A Nationwide 6-Day Sell-Out: Backed by a high-impact, coordinated rollout, the campaign achieved staggering operational success:

• Unprecedented Sales Velocity: Driven by intense consumer demand and fandom hype, the Apocalyptic Slider completely sold out across the country in just 6 days from the program's launch.

• National Television Integration: A co-branded broadcast TV spot combined movie footage with White Castle's signature branding, driving immediate awareness to millions of viewers.

• In-Restaurant Retail Theater: Heavy point-of-purchase (POP) activation took over locations nationwide, featuring custom X-Men standees, themed character cups, and branded slider boxes.

• Digital & Social Amplification: Synchronized social media campaigns and digital activations invited fans to share their 'Apocalyptic' meals online, sustaining buzz and driving viral footprint.

This historic QSR integration proved Brian's unique ability to successfully pair major film IP with high-volume fast-food retail, delivering immediate retail monetization, massive brand frequency, and record-breaking shelf-clearing results.