I'm thinking about Burger king.
Synergy and crosspromotion.
Imagne that factory serving cube shaped hamburgers.
The Burger king gets assimilated and turns in the Borger King.
Then in the ads, you have Janeway or Picard (Sisko saying you killed my wife you damn dirty hamburger, is a bit rough.) firing on the hamburger cubes, and the weapons bloke says, phaser fire is ineffective sir, we're just making them more delicious.