Burger King, Bud Light and Chipotle Brought Their D-to-C Strategies to Super Bowl LIII

Legacy brands are partnering with challengers

A Burger King box
Burger King sent out Mystery Boxes in a partnership with DoorDash during the Super Bowl. Photo: Dianna McDougall for Adweek

The Super Bowl has historically been an occasion for introducing new ideas to the masses. Apple’s “1984” spot, which debuted the Macintosh home computer 35 years ago, is a classic example. During Super Bowl LIII, another big, new idea emerged. It is subtler than Apple’s epic announcement, but represents a harbinger of things to come: Legacy brands are locking arms with challenger brands.

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@amitbol Amit Sharma is CEO and founder of Narvar.