Wendy's has launched one of the most iconic fictional burgers ever, bringing the famous "Krabby Patty" from the show "SpongeBob SquarePants" to life.
However, not all fans of the beloved cartoon were happy with the fast-food chain's move.
Angry fans raced to social media to accuse Wendy's of going against the will of SpongeBob creator Stephen Hillenburg, who previously opposed the idea of using Spongebob's image for fast-food promotions.
Stephen Hillenburg said explicitly he never wanted to make a real life Krabby Patty. That is why in over 20 years they never made one. Here are his exact words from NY Times. Don’t buy the damn meal. https://t.co/uLOQHKGP98pic.twitter.com/Ss2jUxNEhY
— Sophie ⋆✴︎˚｡⋆ (@spookiru) October 3, 2024
"Stephen Hillenburg didn’t want this, we don’t want this, no one wants this," another X user shared.
The fans are referencing an interview the cartoon creator had with New York Times two decades ago, where the company didn't "want to suddenly become the people serving up food that’s not that good for you — especially kids."
While the SpongeBob franchise has worked with fast-food chains like Burger King, Hillenburg believed that taking the step of pushing the food was "crossing the line."
Despite the backlash, some fans were ecstatic over the launch, excited to try the fictional burger they can now finally taste.
What's In the Meal?
A partnership with Paramount and Nickelodeon made the brand-new offering "Krabby Patty Kollab Meal" possible to celebrate the 25th anniversary of the beloved cartoon.
The collab's main star is the "Krabby Patty Kollab Burger," Wendy's interpretation of the TV classic.
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The meal features a quarter-pound fresh beef patty topped with two slices of American cheese, lettuce, tomatoes, onions, pickles, and a super secret Krabby Kollab sauce, all on a toasted premium bun.
The meal also comes with the Pineapple Under the Sea Frosty, a new take on the Dole Whip, infusing the vanilla Frosty with a pineapple mango-flavored swirl to create a unique flavor.
In a press release, Wendy's U.S. CMO Lindsay Radkoski highlighted the brand's dedication to making quality food and good collaborations:
"It makes sense that two of the most iconic squares in pop culture are teaming up to bring a taste of this unique, limited-time experience to life for fans of all ages!"
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Paramount Brand Studio CMO Dario Spina chimed in, praising Wendy's pulse on pop culture that helps it connect with fans more meaningfully.
In a brief interview with DesignRush, the CEO of full-service web design agency Digital Silk, Gabriel Shaoolian, weighed in on the campaign highlighting the limited-time offer as a key strategy driving consumer interest.
"Wendy’s has nailed it with this limited-time offer. It’s all about creating that FOMO — fear of missing out — that drives consumer interest.
When you position something as exclusive, you spark excitement and social buzz, and more importantly, you deepen customer loyalty."
Launched on Tuesday, both menu items are available at Wendy's locations nationwide, as well as the fast-food chain's app.
SpongeBob SquarePants is one of the internet's most beloved characters, remaining popular for different generations.
Collaborating with the brand is a surefire viral marketing success for Wendy's. Not only will it widen its reach and diversify its audience, but it will also enhance its brand equity.
The Krabby Patty Formula
First airing in 1999 on Nickelodeon, "SpongeBob SquarePants" is one of the most popular cartoons ever produced.
Created by the late animator and marine science educator Stephen Hillenburg, the show has aired over 300 episodes during its 25-year run, spawning two spinoffs, four movies, and a musical.
The Krabby Patty has been a main fixture of the show since its inception, being the main menu item at the Krusty Krab, a fictional burger restaurant where SpongeBob works.
An invention of SpongeBob's boss Eugene Krabs, the burger has become a pop culture icon in its own right.
Bringing the Krabby Patty to life is a big deal, and it will give the chain considerable consumer exposure.
Wendy's is on a roll this month. Earlier this week, Wendy's poked fun at McDonald's broken ice cream machines in a new ad from VML.
Editing by Katherine 'Makkie' Maclang
