It’s been announced that rapper 2 Chainz has become head of creative marketing for fast food chain Krystal, reports Afro Tech. For Chainz, who grew up enjoying music and Krystal’s sliders and shakes, he looks forward to putting the southern chain on the map for many more.
“As someone who grew up in the South and understands Krystal’s place in culture and community, 2 Chainz is a perfect partner for adding to and amplifying our brand message,” said Thomas Stager, President of Krystal Restaurants. “There is an authenticity in this relationship that reflects our own deep pride in and commitment to the brand and our communities, and we know 2 Chainz has his own equally deep personal connections to Krystal. Together, we will bring the feeling and flavor of Krystal to as many new fans as possible.”
Chainz and his team will spearhead the launch of various new platforms and partnerships, which will include menus, merchandising and co-branded restaurants based in Atlanta. More specifically, Chainz will help launch a custom co-branded Krystal restaurant and a “Luxe Line” of premium food for the brand that will be featured at his restaurant.
Under the new deal, fans can look forward to non-fungible token artwork, custom-tailored, in-house music, and exclusive merchandise, which will be available for purchase in stores and online.
“Chainz and I grew up in neighboring areas – both of us are from the southside of Atlanta. Being able to work with someone who’s where you’re from and who has been ultra-successful is something that means a lot. Getting a chance to grow this brand, give back to the areas that we’re from, and help direct an iconic brand is a special opportunity. Chainz is talented, he’s unique, he’s involved and he’s real south. I can’t wait to see what our partnership brings,” said Jonathan Childs, founder and operating partner of Golden Child Holdings. “We’re going to remind everyone why Krystal is relevant.”
“I can remember Krystal being a part of so many pivotal moments of my childhood and teen years. Some of my best moments were made better by going to Krystal, and I’m a fan for life,” Chainz said in a statement. “I want everyone to feel that, too, and can’t wait to put Krystal in the spotlight it deserves.”