From Fast-Food To The Olympics, Mascots Capture Hearts Worldwide
Ronald McDonald. Colonel Sanders. Grimace. Wendy. Hamburglar.
These are arguably some of the most iconic fast-food mascots of all time — you likely already know the brands associated with them. These lovable characters are not only fun additions to commercials and other marketing materials, but they help brands foster a distinct identity that can attract generations of fans.
Mascots and the Olympics
Mascots aren’t limited to fast-food chains. Sports teams — and even the Olympic Games — lean into their power to spark excitement as well. Take the mascots for the ongoing Milano Cortina Winter Olympic Games, for example. Tina and Milo are two cheerful stoats — small, energetic carnivorous mammals known for their agility and seasonal white winter coat — whose love of the outdoors and fun make them perfect representatives of the winter Olympics and the spirit of Italy.
No matter the context, mascots work best when they embody the heart of the brand and community they serve. They should not just exist as a decorative add-on but as something recognizable and emotionally compelling. Below, we explore why franchises should consider utilizing the power of a mascot.
7 Ways Mascots Help Franchises Build Strong Brands
1. Brand Awareness
One of the many benefits of franchise ownership is a built-in fan base. While mascots are great for selling specific products or services, they can also be used in ways that aren’t inherently promotional. For example, Ronald McDonald doesn’t just sell burgers and Chicken McNuggets — he’s the face and namesake of the Ronald McDonald House, a nonprofit organization dedicated to supporting families with sick children in their time of need. Since many customers enjoy frequenting businesses that give back, mascots can elevate a brand’s goodwill while increasing sales simultaneously.
2. Social Media Engagement
Mascots are social media gold! Who can forget when Hamburlgar made his viral return in 2023, or when Grimace was credited for sparking a seven-game winning streak for the Mets in 2024? The loveable purple blob even celebrated his 52nd birthday with a special meal and shake — spawning colorful marketing campaigns and countless celebratory social media posts. The opportunities for mascot-related content are truly endless!
3. Cross-Generational Appeal
One of the reasons mascots endure is their ability to evolve alongside the audiences they serve. Take Grimace, for instance. He wasn’t always the fun-loving purple blob we know and love today. When “Evil Grimace” debuted in 1971, he was depicted with two pairs of arms that were used to steal milkshakes and pops. Grimace eventually underwent a makeover to make him more child-friendly, and he is still beloved today by McDonald’s fans of all ages. How many mascots can say they had a birthday meal when they turned 52? Mascots can have increased staying power when they keep up with the times and grow with the brand.
4. Simplifying Complex Services
Complex services such as insurance, tax preparation, AI, logistics and healthcare often involve invisible processes. A mascot gives those processes a face. Running a cybersecurity service? Consider using a digital guard dog as a mascot. Want to get your financial-based franchise off the ground? A wise owl can be the perfect character to represent it.
5. Merchandising Opportunities
Branded merchandise is a great additional revenue source for franchise brands, and there are limitless ways to use mascots to sell it. During the holidays and other special events, franchise brands can see an increase in sales by plastering their beloved mascots on everything from tumblers and t-shirts to scarves and mittens.
6. Grand Opening Support
Grand openings are hopeful and fun events for both entrepreneurs and the communities they serve. Mascots can elevate the experience by interacting with children and their families, holding the scissors during the ribbon cutting ceremony and hyping up the crowd by handing out t-shirts and other free swag.
7. Storytelling
Storytelling is critical to any marketing campaign. As powerful marketing tools, mascots can be more relatable with backstories of their own. Where is the mascot from? What are the mascot’s hobbies? Does the mascot have friends or a significant other? How old is the mascot? Franchisors can add depth and character to their mascots by answering these questions and more.
