‘Rick and Morty’ and Wendy’s head to Las Vegas for March Madness – AdAge.com

It's a perfect trifecta, Melton said. You've got Vegas, you've got college basketball at its apex and you've got this Rick and Morty partnership with Wendy's that brings this other whole layer of surprise and silliness and fan experience altogether.

Wendys first teamed with Rick and Morty in 2020 on a custom-animated ad featuring the zany adventurers on the run from a group of menacing Wendys breakfast items. That spot currently has over 10.5 million views on YouTube. From then through the end of 2021, Wendys breakfast grew from zero to 8% of its total sales, which Jimmy Bennett, vice president of media and social for Wendys, attributes in part to the partnership with the Adult Swim show.

The content on air that [Adult Swim] did for usWendy's food animated into a scene with Rick and Mortyestablished a foundation for us to build upon, Bennett told Ad Age. Everything that we did with Rick and Morty put forth enough motivation, enough incentive where it drove consumers into, Hey, I gotta try this breakfast for myself.

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We're always looking to do stuff that's unexpected, that leaves consumers saying that they want more and saying what's next, added Bennett. The team at Adult Swim is "willing to get weird with us and to recognize that we have some fans and some consumers with such high expectations. We're in a position to deliver on that, so let's keep going and let's find bigger and better ways to show up out in the world.

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'Rick and Morty' and Wendy's head to Las Vegas for March Madness - AdAge.com