A Cool Way for Hot Co-Branding

Last year, Bruster's Real Ice Cream and Nathan's Famous teamed up to offer consumers the best of good ole homemade ice cream and world famous hot dogs - at one stop. These two mega brands have joined forces to combine complementing eats that are sure to please. Rather than run out for a nice, fresh ice cream cone, why not dine on a Nathan's hot dog AND then grab a cone. What a deal. From a business perspective, this helps drive day time business for Bruster's and continues to build brand equity for Nathan's Famous.

Bruster's stores now carry signage for the unmistakable Nathan's Famous brand. The combination of Bruster's red/black with Nathan's green/yellow takes a little bit to get used to, but certainly grabs your visual attention. Regardless, the teaming has been well done and does not come across as an afterthought or 'slap it up there' idea.
So far, it appears this co-branding initiative is working. Bringing together two of America's favorite foods has got to be a winner. And the folks at both companies recognize that. Too often co-branding is done, 'half-baked' (had to use that), with mediocre results. When it makes sense, it works. We'll definitely keep an eye on our Bruster's and Nathan's buddies. Let's just hope there isn't an ice cream eating contest added to our July 4th flair in the future!

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