Universal Pictures UK

Introduction

Following the success of Illumination's previous releases, Universal Pictures tasked Brand Culture with developing a UK partnership strategy for the theatrical launch of Minions & Monsters in July 2026. The ambition was to build on the Minions' status as a global cultural phenomenon by securing a roster of fresh, unexpected and culturally relevant partnerships that would resonate with Gen Z, spark conversation and drive excitement around the film.

‍The Solution

Founded by the globally recognised Sidemen collective of YouTubers, SIDES is a creator-led restaurant brand sitting at the intersection of food, entertainment and digital culture. With a bold personality and a deeply engaged Gen Z audience, the brand was a natural partner to help bring the irreverent humour and energy of Minions & Monsters to life.

‍The Results

SIDES and Minions & Monsters came together to deliver a fully integrated, culture-led campaign designed to capture the attention of Gen Z through food, social and experiential touchpoints.

The partnership centred around a bespoke Minions & Monsters limited-edition meal, featuring crispy chicken on a signature yellow brioche bun, banana ketchup, seasoned waffle fries and banana ice cream. Fans could 'Make it a Monster' by customising their meal with hot honey drizzle or Nashville wings, creating a playful product experience inspired by the film's world.

The campaign was supported by impactful in-store digital POS, bold co-branded creative and a consumer competition offering aspiring creators the chance to win a bundle of tech prizes, driving engagement with SIDES' digitally native audience.

Extending beyond the restaurant, the partnership harnessed the influence of The Sidemen themselves, leveraging their social channels and cultural reach to generate authentic content across TikTok and Instagram and amplify the campaign organically.

Together, the partnership successfully embedded Minions & Monsters within one of the UK's most influential youth brands, driving cultural relevance and putting the film firmly in the hearts and minds of Gen Z and the next generation of fans.