Kerry Foods is featuring Star Wars on an on-pack promotion for Cheestrings.
As the release of the latest Star Wars film approaches, character imagery from the series is taking over the packaging of the entire Cheestrings range, with packs rolling out to the trade in November.
Featuring Star Wars collectable cards inside the packs, the promotion aims to attract Cheestrings’ core audience of mums looking for engaging snacks for their kids’ lunchboxes and after school.
“We are aiming to add excitement for mum’s to the kid’s dairy snacking category which will in turn help to drive incremental sales for retailers this winter,” comments Tom Willcock, kids’ dairy snacks marketing manager at Kerry Foods. “We’ve created a fun, relevant and exciting campaign which we believe will not only give our existing consumers lots of reasons to buy Cheestrings more frequently, but that will also have the power to attract new fans of the brand.”
Packs and shelf-ready packaging will both feature Star Wars imagery to capture the attention of shoppers and maximise appeal while, inside, packs will feature two Topps collectable cards and individual Cheestrings packaged up to look like light sabres.
Kerry Foods will be supporting the promotion with a £1.5m through the line campaign, including TV, for four weeks from November 23. High impact PoS materials will bring the campaign alive in-store to drive further sales.