Brands find success with culturally relevant partnerships

2026-04-21

Meaningful brand partnerships are thriving as marketers look beyond their traditional categories to connect with fragmented audiences, writes Toby Evea, head of growth at Wonderhatch. These partnerships -- such as McDonald's x Friends and KFC x Stranger Things -- work best when they are thoughtfully integrated into existing cultural behaviors and environments, ensuring that they feel like a natural fit rather than a fleeting campaign.

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