KFC brings its Supergirl collaboration on the road

KFC’s Supergirl collaboration is expanding beyond the menu. The chain announced that it is hitting the road ahead of the movie’s June 26 release with an Intergalactic Rest Stop Tour with a custom-wrapped Airstream.

The tour has already stopped in Philadelphia and a Chicago White Sox game. Upcoming stops include Pullman Yards in Atlanta June 12, Dallas on June 15, the Main Street Summer Solstice Festival in Santa Monica, Calif., on June 20, and the Warner Bros. Studios Office in Burbank, Calif. on June 24.

The tour is designed as an immersive fan experience, with each stop featuring complimentary KFC Supergirl Ultimate Meals, photo opportunities inspired by the film, custom giveaways, "Galaxy Glow-Ups" courtesy of hair care company Joico, and cosplay-friendly experiences, with fans encouraged to dress as Supergirl or their favorite DC character.

KFC announced its Supergirl collaboration in late May, including the meals, new sauces, and a KFC x Supergirl Krypto Collectible Bucket with a Puppy Krypto-inspired lid. During a recent interview, KFC U.S. President Catherine Tan-Gillespie said such collaborations help modernize the brand.

The Intergalactic Rest Stop Tour also illustrates a larger trend in that such collaborations are extending well beyond menu launches and collectibles. Papa Johns partnership with Toy Story 5, for example, includes Planet Pizza popups around the world, inspired by the fictional eatery that debuted in the first film in 1995.

Burger King’s SpongeBob collaboration, released in December, included the cartoon character’s appearance throughout the ordering process on the BK app. In an interview at the time, Chief Marketing Officer Joel Yashinsky said the chain was striving to create a fun, engaging experience where SpongeBob is part of the interaction.

Such 360-degree approaches are more important as more brands introduce pop culture tie-ins to create new news and, ideally, traffic and sales lifts.