Travis Scott Made $20 Million Off of His Meal Deal With McDonald’s | Eater

"Introduced in September, the Travis Scott meal—a medium Sprite, a quarter-pounder with bacon, and fries with barbecue sauce—became a viral cultural phenomenon, sparking TikTok trends and even prompting drive-thru workers to learn internet catchphrases and lyrics to "Sicko Mode." The collaboration was notably hands-on: Scott named the combo (something he’d ordered since childhood), drew animation for the TV ad, developed merchandise including a popular chicken-nugget pillow, and coined the catchphrase "Tell them Cactus Jack sent you." Reportedly earning $20 million from the deal ($5 million from the endorsement and $15 million from merchandise), the partnership also delivered measurable business impact, flipping U.S. same-store sales from an 8.7% decline to a 4.6% gain after the launch. The campaign highlighted how celebrity partnerships and social media can rapidly drive sales and reshape brand culture, and Scott has continued expanding into beverages with plans for a hard-seltzer line." - Jaya Saxena