From product to personality, the food and beverage industry thrives on emotional connections.
Celebrities aren’t just public figures with large followings—they embody distinct traits and values that resonate deeply with audiences, and conveniently can align with brand identities. Celebrities represent aspirational identities—playful mischief-makers, disciplined sages, or bold innovators—that inspire and connect with people on an emotional level. Food and beverage brands have tapped into this phenomenon, partnering with celebrities who personify their brands core values or message of the moment to create campaigns that feel personal, memorable, and authentic.
Creed Bratton x Skittles: The Eccentric Visionary
Creed Bratton comes across as the ultimate eccentric, someone who thrives on unpredictability and embraces life with quirky humor. Skittles’ MFFLP the Rainbow campaign harnesses this energy to bring their colorful, playful identity to life. Bratton’s offbeat persona aligns perfectly with Skittles’ ethos of celebrating individuality and fun, turning a candy ad into an ode to those who embrace their weird and wonderful sides. His charisma makes the campaign as much about personality and taking the time to have a little fun as it is about the product.
Neguin x GoGo SqueeZ: The Creative Trailblazer
Neguin, a celebrated breakdancer and Olympic hopeful, embodies the Creative Trailblazer archetype. With his unique blend of artistry, athleticism, and cultural influence, he represents a new generation of talent pushing boundaries and redefining norms. GoGo SqueeZ, a brand rooted in energy and mobility, smartly pairs with Neguin to energize the fast-evolving world of breakdancing. Their partnership celebrates self-expression, hard work, and the idea that creativity is the ultimate fuel for success. The product itself fuels such creativity giving the consumer the abilit to push harder and get that quick healthy boost.
Gordon Ramsay x Borealis Foods: The Masterful Guide
Gordon Ramsay, with his sharp wit and unparalleled culinary expertise, personifies the Masterful Guide archetype. He represents authority, discipline, and an unwavering commitment to quality—all qualities that Borealis Foods seeks to infuse into their ramen products. Ramsay’s endorsement elevates Borealis’ offerings from convenience food to an experience of mastery and innovation, appealing to those who want quick solutions without compromising on quality.
Tara Bernstein x FULFIL: The Tenacious Athlete
As an emerging lead in pickleball, Tara Bernstein represents the tenacious athlete archetype—a figure defined by determination, strength, and a focus on personal growth. FULFIL protein bars, designed for active, health-conscious lifestyles, pair seamlessly with Bernstein’s drive and vitality. Their collaboration highlights the synergy between nourishment and performance, inspiring fans to fuel their passions and stay energized, no matter the challenge.
Ashlee Simpson Ross x Dairy Queen: The Nostalgic Dreamer
Ashlee Simpson Ross exudes the essence of the Nostalgic Dreamer archetype. With her roots in early 2000s pop culture, Simpson Ross reminds us of an era marked by carefree moments and youthful joy. Her partnership with Dairy Queen taps into this nostalgia, connecting fans with the sweetness of both childhood memories and timeless treats. Together, they create a campaign that feels like a warm, familiar embrace, reminding us of the enduring power of joy and simplicity.
Kurtis Blow x DoorDash: The Inspirational Icon
Kurtis Blow, a hip-hop pioneer and the voice behind the iconic song Basketball, represents the inspirational icon archetype. His partnership with DoorDash to remix the classic track for the NBA season launch is a slam dunk in cultural resonance. Blow’s legacy as a trailblazer in music and his love for basketball make him the perfect ambassador for DoorDash’s campaign, which bridges the excitement of the NBA season with the joy of great food delivered straight to your door. Together, they embody the energy, rhythm, and community spirit that basketball fans cherish.
Why Archetypes Work for Brands
Archetypes are universal; they reflect the qualities we see in ourselves, admire in others, or aspire to embody. When brands partner with celebrities who align with their values and story, they create an emotional connection with consumers. Each archetype—a visionary, trailblazer, guide, athlete, dreamer, or icon—becomes a bridge, helping audiences see the brand as part of their own narrative. The food and beverage industry thrives on emotional connections, using celebrity partnerships to transform products into feelings, memories, and lifestyles. Whether it’s Gordon Ramsay elevating the mundane with quality, Ashlee Simpson Ross evoking Dairy Queen nostalgia, or Kurtis Blow remixing history for DoorDash, these collaborations go beyond endorsements. By embodying distinct archetypes, celebrities help brands tell stories that resonate and inspire, weaving products into the cultural fabric and securing their place in both shopping carts and hearts.