STATEN ISLAND, NY — White Castle is back this month with a particularly complex niche market deal, this time targeting fans of the video game Borderlands. It’s the company’s largest partnership yet for a movie release, a moment worth pondering in restaurant history.
In fact, it was a collaboration that the founder of the first fast-food hamburger chain, Billy Ingram, would never have dreamed of for his White Castle offspring in 1921.
However, following the film’s recent release, WhiteCastle stated, “White Castle is offering limited-edition retail and restaurant packaging featuring fan-favorite Borderlands characters.”
The Ohio-based company says, “The special Borderlands designs can be found on six-packs of White Castle 100% Beef Sliders (Original, Classic Cheese and Jalapeño Cheese) in grocery stores across the U.S., as well as on the Crave Clutch and large soft drink cups in White Castle restaurants.”
A QR code scan then takes the body to “enjoy seven different augmented reality experiences that bring Claptrap, a robot with a ton of personality, from the planet Pandora from Borderlands right here on Earth.”
According to WhiteCastle, “The award-winning Borderlands franchise, which has received critical acclaim, has built a passionate global fanbase over the years. Set in the frontier of a science fiction universe, Borderlands is best known for Gearbox’s blend of irreverent humor and characters with a unique art style and four-player cooperative, genre-bending, predatory gameplay.”
Retail six-packs of White Castle Sliders may contain Original, Classic Cheese and Jalapeño Cheese.
Limited time only mugs (courtesy of White Castle)Pamela Silvestri
Restaurant sliders and drinks include the Crave Clutch (20 sliders) plus three different sized cups for soft drinks.
“Just when you think there’s no room to improve Sliders, this collaboration with Borderlands ups the ante by allowing Cravers across the country to bring this fantastic franchise right into their castles, as well as their own kitchens and dining rooms,” said Jamie Richardson, Vice President at White Castle.
White Castle Borderlands (courtesy of White Castle)Pamela Silvestri
He added: “Sliders are a great option to enjoy while playing with friends at home, preparing for the game before heading to the cinema to watch Borderlands, or reliving the movie after it’s over.”
Pamela Silvestri is food editor at Advance/SILive.com. You can reach her at [email protected].
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