Following its Star Wars partnership, Cheestrings is teaming up with Marvel’s Captain America: Civil War – in cinemas 29th April – to continue its battle for supremacy in the growing £208m cheese snacking category.
Launching this month, the movie’s imagery is taking over the packaging of the core Cheestrings range whilst driving healthy competition between Iron Man and Captain America with the film’s ‘Whose Side Are You On?’ tagline. Iron Man will be joined by fellow Marvel characters War Machine and Black Widow whilst Captain America will be joined by Falcon and Agent 13.
The new packs will also feature Topps Hero Attax collectible cards.
“During the Star Wars promotion, 40 million Lightsaber-inspired ‘Cheesabers’ were sold, so we are confident that the 16 new ‘Battle Sticks’ will be just as popular with parents looking for an exciting and nutritious snack for kids,” commented Tom Willcock, Kids’ Dairy Marketing Manager at Kerry Foods.
Kerry Foods will support the promotion with a £1m million integrated campaign, including TV, for four weeks from 26th April, and in store activation. Marvel’s Ultimate Spider-Man TV series on Disney XD will also feature on Cheestrings Spaghetti whilst Cheestrings Strong will feature both Iron Man and Captain America.
