Cheestrings and Marvel fans can choose to side with either Captain America or Iron Man when they pick up new themed packs of Cheestrings.
The eye-catching, action-packed imagery of Marvel’s popular Avengers Captain America and Iron Man, will be taking over the packaging of the core Cheestrings range, which come with two free Topps Hero Attax collectable cards.
The limited edition packs mark the release of Marvel Studios’ latest superhero blockbuster: ‘Captain America: Civil War’, which sees the former allies Captain America and Iron Man face off against one another in cinemas across the country from April 29.
Kerry Foods will be supporting the promotion with a £1m integrated campaign, including TV, for four weeks from 26th April, and in store activation. Other characters to feature on-pack include Iron Man’s allies War Machine and Black Widow along with Captain America’s support, Falcon and Agent 13.
Cheestrings’ partnership with the movie follows on from last year’s successful promotion when Cheestrings teamed up with the latest Star Wars movie, The Force Awakens that screened in December.
Tom Willcock, kids’ dairy marketing manager at Kerry Foods, said: “During the Star Wars promotion, 40 million ‘Lightsaber’ inspired ‘Cheesabers’ were sold and 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. 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.
“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.”