Krystal, the original slider of the South, has expanded its franchise and brand growth activities to name Atlanta rapper 2 Chainz as Head of Creative Marketing for the brand.
The Def Jam Recording artist and his team will be leading the creation of multiple new platforms and partnerships, including menus, merchandising, and co-branded restaurants in the brand’s hometown of Atlanta.
“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,” 2 Chainz said. “I want everyone to feel that, too, and can’t wait to put Krystal in the spotlight it deserves.”
Reps for the chain on Friday did not immediately provide details on when and where the first co-branded restaurant would appear.
“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, one of the primary investors in the brand. “We’re going to remind everyone why Krystal is relevant.”
Other elements of the deal include the creation of NFT artwork, custom-curated in-restaurant music, and limited edition merchandise to be made available in-restaurant and online.
