Following its Star Wars partnership, Cheestrings is teaming up with Marvel’s Captain America: Civil War, which is in cinemas from 29th April.
Launching this month, Marvel’s Captain America: Civil War character imagery is taking over the packaging of the core Cheestrings range while driving 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 while Captain America will be joined by Falcon and Agent 13.
The new packs will also feature Topps Hero Attax collectable cards to appeal to Super Hero fans and Captain America’s core fans.
“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 mums looking for an exciting and nutritious snack for kids,” commented Tom Willcock, kids’ dairy marketing manager at Kerry Foods.
“As the nation’s favourite kids’ cheese snacking brand, we are once again driving engagement within the category with a brand overhaul that we know will have real traction with parents who buy Cheestrings frequently, as well as attracting new fans.
“The Cheestrings Star Wars activity at the end of last year was extremely successful for the brand and we are determined to provide mums with something new and exciting in the cheese snacking category for 2016.”
Kerry Foods will be supporting 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 while Cheestrings Strong will feature both Iron Man and Captain America.
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