In-show advertising is as old as late-night itself, but as shows face declining ratings and shrinking budgets, sponsored content (or “brand activations,” as they’re called in marketing circles) has become increasingly common and, at times, more elaborate than ever before. In this recurring feature, we keep tabs on how late-night shows are working to wed commerce with comedy.
He’s not Dwayne “The Rock” Johnson, but stop by any Crumbl location across the U.S. this week, and you’ll smell what Jimmy Fallon is cooking.
On Tuesday’s Tonight Show, Fallon reached behind his desk to grab a long pink Crumbl box. Before revealing what it contained, Fallon hyped it up by saying that he’d teamed with Crumbl “to create the greatest thing ever made, the thing that will bring family and friends together this holiday season.”
Fallon opened the box to display a row of four “Jimmy Fallon’s Holiday Seasoning Candy Cane Brownies,” inspired by his Holiday Seasoning album.
He proceeded to take one out, showing off how heavy the rich dessert is before taking a bite. The confections are made up of layers of chocolate brownie with candy cane accents.
Fallon then announced that everyone in his audience would be taking home candy cane brownies, adding that viewers can pick up the treats at any Crumbl location through Saturday.
Beyond Tuesday night’s Tonight Show brand activation, spots for Crumbl’s Jimmy Fallon collab will also be seen on Peacock and during Jimmy Fallon’s Holiday Seasoning Spectacular, airing in primetime Wednesday night.
“The holidays are a special time for friends and families around the globe, and at NBCUniversal, we’re always seeking ways to elevate our programming and partnerships to reflect the joy of the season,” Karen Kovacs, NBCUniversal’s president of advertising and partnerships, said in a statement.
“We’re thrilled about our partnership with Crumbl, which brings a delicious treat inspired by one of our favorite late-night hosts into reality,” Kovacs added.
“Crumbl is beyond excited to bake with Jimmy Fallon this holiday season,” Crumbl CEO Jason McGowan said in a statement. “Pairing a festive Crumbl dessert with Jimmy’s jingles is the perfect way to bring friends and families together.”
