Over the last 3 years, the food and beverage industry has witnessed transformations in its marketing strategies, driven by a blend of innovation and technology. The adoption of NFTs has emerged as a standout example of this innovative marketing approach, where major brands like McDonald’s, KFC, Pizza Hut, Burger King or Pepsi have capitalized on NFTs to engage with their customers in new and exciting ways.
McDonald’s
In October 2021, McDonald’s China celebrated their 31st anniversary of entering the chinese market and the opening of their new headquarter in Shanghai with a unique culinary twist: the “Big Mac Rubik’s Cube” NFTs. A total of 188 NFTs were created in partnership with Cocafe (a digital asset creation agency), built on the Conflux blockchain and distributed as limited gift to customers and employees. The NFTs are designed based on the three-dimensional structure of the restaurant chain’s new office headquarters.
One month later, McDonald’s USA ventured into the web3 to celebrate the 40th anniversary of the McRib sandwich. This limited-edition NFT collection featured the iconic sandwich and was given away to a few of their Twitter (now X) followers. The fast-food company gifted 10 of them with the McRib NFT.
Still in 2021, McDonald’s France introduced 4 NFTs featuring their iconic menu items, including the Big Mac, the McNuggets, the french fries and the Sundae. These NFTs were limited, with only 5 copies of each, and offered for free. McDonald’s hosted 2 giveaways on their social medias, allowing their followers to win these unique NFTs created by the DDB Paris agency. The winners received both the NFT and a digital frame.
In June 2023, McDonald’s Hong Kong launched McNuggets Land on the metaverse platform The Sandbox, as part of the 40th anniversary celebration of Chicken McNuggets.
In August 2023, McDonald’s Singapore also released a collection, this time delighting Grimace (a friend of Ronald McDonald first introduced more than 50 years ago) lovers with limited-edition NFT profile pictures (PFPs) in collaboration with artist The Hidden Walls. A total of 2,000 unique Grimace NFTs were offered, each portraying Grimace with different expressions and accessories. The NFTs were completely free to claim and minted on Polygon, but they were accessible only through the McDonald’s mobile app in Singapore. They were also released as “soulbound tokens” meaning they can’t be sold or transfered once minted, ensuring that the NFTs will remain unique keepsakes exclusively for McDonald’s customers.
Coca-Cola
In 2021, Coca-Cola auctioned a series of 4 NFTs “The Friendship Loot Box” for International Friendship Day, designed by virtual content studio Tafi and with the $575,000 proceeds going to Special Olympics International. A loot box-style vending machine contained the NFTs, including the Coca‑Cola Bubble Jacket, a digital apparel that can be worn in Decentraland, a decentralized open-access 3D virtual reality platform hosted on the Ethereum blockchain. The winning bidder also received an in-real-life Coca‑Cola refrigerator.
Coca‑Cola celebrated Pride Month with another collection of 136 NFTs created in collaboration with South African fashion designer and LGBTQIA+ advocate Rick Minsi. Proceeds from the initial sale and resale of the collectibles were donated to charities serving the LGBTQIA+ community
For International Friendship Day 2022 Coca-Cola launched a generative NFT collection featuring a design inspired by the bubbles inside a Coke bottle, and airdropped them to the wallets of existing Coca‑Cola collectible holders. The collectibles came with the functionality “share-to-reveal” where each NFT were revealed after being shared with a friend.
Coca-Cola NFTs holders enjoy utilities, rewards and other perks, like Coke Studio-powered experiences, gaming events and early access to Coca-Cola Creations limited-edition product launches.
For International Hamburger Day 2022, Coca-Cola dropped over 4,000 free NFTs. They created a website where people could go in, learn more about Hamburger Day, the whole campaign’s roadmap, and ultimately claim a free, unique, procedurally generated, animated Coca-Cola NFT. All NFTs were claimed during the same day with no PR or media buy.
In 2023, Coca-Cola introduced their “Masterpiece Collection” of 8 NFTs on Base (Coinbase’s layer-2 blockchain), during Coinbase’s “Onchain Summer” event, with prices ranges from 0.0011 ETH to 0.014 ETH. This event celebrated the emergence of the Base blockchain and attracted over 80,000 enthusiastic collectors. The “Masterpiece” collection blended iconic classics like Edvard Munch’s “The Scream” and Johannes Vermeer’s “Girl with a Pearl Earring” with contemporary creations from emerging artists like Fatma Ramadan, Aket, Vikram Kushwah, Stefania Tejada, and WonderBuhle. This initiative showcased Coca-Cola’s dedication to introduce digital art and blockchain technology in their strategy in innovative ways, with a staggering $543,660 in earnings within just three days.
Burger King
In 2021, Burger King entered web3 with their “Keep It Real Meals” campaign. Partnering with the NFT marketplace Sweet, this initiative featured celebrities like Nelly, Anitta, and LILHUDDY. However, what set Burger King’s NFT campaign apart was its unique concept. Collectors had the opportunity to scan QR codes on six million meal boxes, unlocking one of three unique NFT game pieces. When all 3 game pieces were assembled, participants received a 4th token that could be used to create a digital collectible. The prizes ranged from 3D Burger King digital collectibles, autographed items, free Whopper burgers for a year, and once in a lifetime call with one of the campaign’s celebrities. This campaign gamified experience enhance brand recognition and modernize customer loyalty programs through the integration of NFTs.
In 2022, Burger King shifted their focus to the Indian Premier League with the “Meme Premier League” campaign. Burger King regularly shared meme moments from cricket matches on their Instagram stories. They engaged their audience by inviting people to create their own memes and introduced NFTs as rewards. Participants were required to create cricket memes, post them on their social medias and tag the brand. The participant with the meme getting the highest weekly engagement won a customized NFT. Burger King received more than 2,400 hilarious memes and distributed a total of 10 NFTs throughout the campaign.
This forward-thinking approach not only tapped into the world of memes but also adopted blockchain technology to create exclusivity for their winners.
Burger King X Pepsi
End of 2022, Burger King and Pepsi collaborated with hot Mzansi artist, African Ginger, for the “X Marks the Drop” campaign. South Africans were invited to participate in a nationwide search for virtual tokens, with the chance to win an original digital & physical artwork worth $25,000, among other prizes. These prizes included 10,000 limited-edition NFT’s by African Ginger, 20,000 free Whoppers and participants had daily chances to win discount codes or free Pepsi with their meals.
Pepsi
In 2021, Pepsi launched “The Pepsi Mic Drop — The Genesis Collection”, their first-ever collection of 1,893 NFTs ( 50 were kept for giveaways and marketing purposes) on the Ethereum blockchain, centered around the brand’s pop culture theme. Pepsi limited access to the NFT collection to people on a whitelist. The first 1,893 people registered on the list had the opportunity to receive a Pepsi NFT. This unique collection featured 10 randomly generated microphone designs inspired by Pepsi’s flavors, paying homage to the strong connection between Pepsi and music. Each image had various rarity levels, and the visuals drew inspiration from Pepsi’s flavors throughout the years.
In May 2022, Pepsi collaborated with the Billboard Music Awards to create the exclusive “Winners’ Club” collection, allowing people to claim digital collectibles in real-time as each award was revealed during the live broadcast. A unique digital collectible was instantly unlocked and made available for free minting, but only for a brief 20-minute window. Fortunate Billboard Music fans had the chance to acquire extraordinary, one-of-a-kind NFT collectibles commemorating the 2022 award winners. Moreover, there was an exclusive drop highlighting the “Pepsi Mic Drop Moment.” While this honor was presented live on the show, participants could access a code directing them to the Billboard ChartStars site to claim the exclusive “Pepsi Mic Drop Moment” digital collectible. A total of 378,980 tokens were distributed for free during this campaign.
Still in May 2022, Pepsi sponsored NFT Land at the inaugural VeeCon in Minneapolis. At this event, they featured a diverse range of NFT projects through engaging and interactive activations. VeeCon attendees had the possibility to mint free collectible POAPs (Proof of Attendance Protocol — with 505 rares and 2,118 regulars ) and even had a chance to win an actual physical Pepsi Mic Drop microphone. They were fully immersed in distinct virtual worlds and experiences crafted by their web3 partners, which included Sup Ducks, World of Women, CyberKongz, and more.
In November 2022, Pepsi India introduced their “Pepsi Black Zero Sugar” collection to the Indian market. Collaborating with illustrator Timea Balo, PepsiCo India Design Team curated the NFT collection for Pepsi Black, aiming to connect with the young generation. The collection consists of 20 NFTs minted on the Polygon blockchain, reflecting Pepsi’s core values: “ sustainability, rhythm, movement, creativity, art, the progressing world of social media, and gamification”. Each theme offers three variations and four variations inspired from music. The NFTs were given away to the winners of #PepsiBlackeffect challenge conducted on the Indian homegrown social media platform, Moj.
In December 2022, to celebrate the New Year and mark the launch of the Mic Drop Community Site, Pepsi released 2 complimentary digital collectibles as part of the New Year’s Club Drop. Fans were able to claim one of these two digital collectibles: the exclusive New Year’s Club Gold digital collectible or the New Year’s Club Blue digital collectible (unlimited). Those lucky enough to secure one of the 2,023 Gold digital collectibles not only received the digital collectible itself but also a custom Pepsi Mic Drop hat equipped with integrated headphones. Meanwhile, the ones who acquired the Blue digital collectible were able to cherish this momentous occasion with their digital collectible.
Also, Pepsi joined forces with iHeartRadio to deliver something extra special to people attending specific Jingle Ball 2022 concerts: The Pepsi Mic Drop x Jingle Ball digital collectible. This exclusive collectible not only featured a holiday song but also an epic light feature. Holders of this digital collectible had a chance to win a pair of tickets to an upcoming iHeartRadio Concert. This was a limited drop and only available to the first 2,022 people that claimed each night.
Taco bell
In 2021, Taco Bell joined the web3 by selling 5 designs of “Taco Art” NFT, with a supply of 25 NFTs for each design. Initially priced at 0.001 ETH (about $1.79 at the time), they sold out within 30 minutes. Each NFT holder received a $500 Taco Bell gift card as an extra perk. The proceeds from the sale went to The Taco Bell Foundation, the company’s public charity.
Pizza Hut
In 2021, Pizza Hut Canada created the “1 Byte Favourites” project. This groundbreaking move featured limited quantity of 8-bit-style (8 bits = 1 byte) versions of Pizza Hut’ slices of pizza in NFT form, including flavors like Hawaiian, Canadian, and Margherita. These unique NFT bytes were initially priced at just around $0.18 (0.0001 ETH) on the marketplace Rarible and have since been resold for substantial amounts.
In 2022, Pizza Hut has collaborated with multimedia artist Rob Shields to introduce an exclusive collection of Pizza Hut NFTs. Instead of auctioning them, these NFTs were distributed for free through a raffle. To participate, participants joined ‘ComplexLand 2022,’ a virtual three-day festival designed for shopping and social interaction. 9 NFTs were awarded through the raffle, consisting of 5 delivery vehicles and 4 delivery drivers. Each Pizza Hut NFT included a one-year supply of free pizzas.
Starbucks
In September 2022, Starbucks announced their innovative loyalty program called “Starbucks Odyssey”. This program integrated blockchain and NFTs into the traditional rewards system. Only Starbucks Rewards members could earn NFT stamps as part of their loyalty program, taking customer engagement to the next level through the use of NFTs.
In December 2022, Starbucks launched Starbucks Odyssey to beta testers in the United States. Customers can engage with interactive activities called “Journeys” that, when complete, offers members to earn collectible Journey Stamps and points, unlocking access to unique benefits and experiences or they can also buy them through the in-app marketplace. The Journeys are basically focused to promote the Starbucks brand and acknowledge customers about coffee and the company’s history. They could include activities like watching videos or taking quizzes, playing puzzles, and most interesting going to the store to try out new drinks Starbucks wants to promote. As members accumulate points and NFTs, they get to access real-world experiences only available to stamp holders, such as special events hosted at Starbucks Reserve roasteries or even a trip to the Starbucks Hacienda Alsacia coffee farm in Costa Rica. Starbucks Odyssey doesn’t focus on simply selling NFTs for profits. Instead, the project focuses on consumer engagement and community building. Instead of a profit-centric approach, Starbucks Odyssey rewards loyal customers with added value and experiences.
The first collection on Nifty Gateway “The Holiday Cheer Stamp” featured a free Holiday Cheer Edition NFT, celebrating the iconic red and white Christmas coffee cup, with a total of 5,000 NFTs distributed to those who finished the tasks of the journey.
In January 2023, Starbucks released 3 other drops of Journey Stamps:
- Coffee Heritage Journey Stamp — 35,000 NFTs
- The Bean to Cup Journey Stamp — 35,000 NFTs
- Doing Good Journey Stamp — 30,000 NFTs
In March 2023, Starbucks launched their first paid collection of 2,000 NFTs called “The Siren Collection Stamp”, which sold out within 18 minutes. Members of Starbucks Odyssey were able to buy 2 stamps at 100$ each, and won 1,500 bonus points.
April 2023, Starbucks released their 6th drop : Signature Showdown Journey Stamp — 25,000 NFTs
Starbucks also dropped their 7th collection on the Polygon blockchain. Titled “The First Store Collection Stamp”, this release commemorates the brand’s historic origins and offers privileges related to their loyalty program. The collection consists of 5,000 NFTs resembling postage stamps priced at $100 each. These NFTs sold out quickly, earning buyers 1,500 points toward Starbucks rewards within the Starbucks Odyssey app, introduced in fall 2022.
June 2023: Starbucks released 2 drops
- Jade Purple Brown Airdrop Stamp — 2,355 NFTs
- Starbucks Odyssey Avatar Collection: First Open-Edition Stamp Collection available only for a limited time offering three unique designs inspired by their original avatars — Bear, Tiger, and Hummingbird. Priced at $25 per Stamp and limited to 3 Stamps per person, with 250 Points rewarded for each Stamp purchased.
July 2023: Starbucks released 2 drops.
- World of Coffee Journey Stamp: 30,000 NFTs
- Aku’s Rocket Journey Stamp: 30,000 NFTs
Still in July, Starbucks, known for their consistent service over 50 years, commemorated their history with a new NFT collection called “The Green Apron”, featuring 5,000 limited-edition NFTs that pay homage to Starbucks’ rich heritage, including their iconic aprons. The NFTs were priced at $100 each and were initially accessible to Odyssey members and employees who completed three or more Odyssey Journeys. As a result, holders received 1,500 points per NFT in order to level up their experience.
Then, they launched “Going Places Journey Stamp” with 30,000 NFTs available.
All these initiatives are part of Starbucks’ efforts to engage with web3 technology and offer unique experiences to their loyal customers while tapping into new revenue streams.
Pringles
In March 2021, following Taco Bell’s NFT drop, Pringles introduced “CryptoCrisp”, a virtual flavor of their chips, in the form of an NFT. The drop, hosted on the NFT platform Rarible, featured a limited edition of 50 animated digital artworks commissioned by artist Vasya Kolotusha. These NFTs depicted a golden Pringles can with crypto-themed chips. All proceeds from the sale went to the artist.
Initially priced 0.0013ETH (approximately $2 USD), the Pringles NFTs quickly sold out and were subsequently resold on the secondary market for thousands of dollars. This move into NFTs marked Pringles as an early entrant in the NFT space, offering a unique and collectible digital representation of their product.
KFC
In 2022, KFC’s Indian franchise made a significant move by introducing the KFC “BuckETH NFT” which could be won through a social media giveaway, with design chosen from submissions by artists across the country.
KFC partnered with Blink Digital to create KFC BuckETH token, minted on the Ethereum blockchain. This initiative celebrated the opening of KFC’s 600th outlet in India and their expansion into 150 new cities across the country.
The NFT collection brought the iconic KFC bucket into the web3, featuring artwork from emerging artists. Consumers were invited to participate in an NFT giveaway by completing the “Ultimate Chicken Lover Checklist” shared on KFC India’s official Instagram Stories. The lucky winner received the KFC BuckETH NFT along with a year’s worth of KFC meals.
The same year, KFC Malaysia unveiled a new NFT collection featuring 11 artworks that celebrated originals KFC moments. This collection, created by three Malaysian artists, gathered a total of 11 NFTs, a nod to the branch’s famous 11 secret herbs and spices.
The collection included 4 Together Editions artworks by Wilson Ng, 4 Moving Fried Chicken artworks by Book of Lai, and 3 Generations artworks by Arif Rafhan. 8 of these NFTs were made available for bidding on OpenSea and the bidding for each artwork began at 0.08 ETH. The remaining 3 NFTs, one from each series, were offered as prizes in an Instagram giveaway.
Holders of KFC’s NFTs not only acquired a “finger-lickin’” moment but also received a monthly RM20 KFC voucher for a whole year, delivered through a promo code.
The integration of NFTs into the marketing strategies of these food and beverage brands represents a new approach that goes over traditional advertising boundaries. The use of exclusivity, interactivity, new collaborations and community-building has allowed famous brands like McDonald’s, KFC, Pizza Hut, Starbucks, and Taco Bell to engage with their customers in meaningful ways. As these pioneers continue to innovate in the web3 space, one thing is clear: NFTs have emerged as a powerful tool for fostering brand loyalty and delivering unique experiences to customers.
About Miinded
Miinded is a French-based multi-disciplinary web3 studio founded in 2021. We focus on creating unique experiences for creators and guide brands in their transition to web3. We offer a range of services to assist you develop, launch and scale your innovative projects, with our team providing expertise and guidance needed to make it a sucess.
We believe that blockchain lies at the core of this new era of data interaction and digital experience creation. Web3 represents the future of web development, going beyond apps to create a comprehensive ecosystem that supports our digital world.
Our services include custom smart contracts developed using the latest blockchain technologies, UX/UI design focused on intuitive user experiences, webdesign and development tailored to individual project needs, strategic consulting to ensure effective planning, and hosting services that meet specific requirements.
Our last collaborations include Pudgy Penguins, The Sandbox, Snoop Dogg, MekaVerse, and ChainZoku, which highlight the fusion of blockchain technology, digital tokens, and creative concepts to offer immersive digital experiences.
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