Celebrity Collaborations: Major Food Brands Turn to Star Power to Boost Sluggish Snack Sales

Food giants like Mondelēz International, PepsiCo, General Mills, J.M. Smucker, and Campbell’s are facing declining sales in North America due to consumers tightening their spending on name-brand products. As a response, these companies are leveraging celebrity partnerships to revitalize consumer interest in snacking.

Mondelēz International, known for brands such as Ritz, Oreos, and Wheat Thins, reported a 3.5% decrease in revenue during its latest earnings call. The company highlighted that “consumer anxiety” and a shift towards essential items negatively impacted North American sales.

One of Mondelēz’s brands, Ritz, saw a slowdown in demand in recent months. To counter this, the brand is introducing new flavors to appeal to Generation Z consumers, offering value packs for cost-conscious shoppers, and partnering with Latin superstar Bad Bunny. The collaboration aims to capture the growing Latino demographic, with Bad Bunny having starred in Ritz’s first Super Bowl ad earlier this year and more recently sponsoring his sold-out residency in Puerto Rico.

Another Mondelēz brand, Oreo, partnered with Selena Gomez to create a cookie inspired by her love for horchata. This follows successful celebrity collaborations with Lady Gaga in 2020 and singer Post Malone in 2025, which brought in new customers and increased Gen Z awareness.

Celebrity partnerships have become crucial as consumers watch their spending due to financial constraints. These collaborations offer consumers a justification for purchasing pricier products because they combine elements that consumers already love.

Doritos, under the ownership of PepsiCo, is hoping to replicate the success of flavors like “Cool Ranch” and “Nacho Cheese” by releasing a new “Golden Sriracha” flavor. The brand enlisted actor Walton Goggins for a cheeky ad that parodies 1970s adult films, generating attention for the new flavor.

Food companies are turning to celebrity partnerships and innovative marketing strategies as consumers reconsider their brand spending. These collaborations help maintain relevance and remind consumers of the enjoyment and excitement these brands can provide, even during challenging economic times.