Kraft Links Star Wars, Mac & Cheese Nostalgia in New Spot, Kraft Heinz is borer into the Star Wars chic with a business advance that is set to be the better accomplishment yet for a appropriate appearance of its iconic macaroni and cheese.
Kraft debuted Star Wars-shaped macaroni and cheese in January. Now, starting Oct. 19, it is putting a spotlight on its Star Wars product, as drive builds arch up to the December absolution of "Star Wars: Episode VII-The Force Awakens."
"We're putting a lot added accent on this because the fit is just so acceptable both in agreement of the adulation for the cast and the intergenerational appeal," said Scott Glenn, cast manager, Kraft macaroni and cheese.
The commercials, a :15 and a :30, play on the lengths some collectors go to in adjustment to accumulate their Star Wars collectibles in acceptable condition. A ancestor shows his son a allowance abounding with hundreds of pieces of Star Wars memorabilia, alone to get afraid if the adolescent touches a box from an old toy. The collection, of course, includes the limited-edition boxes of Kraft macaroni and cheese that affection Yoda, Darth Vader, R2D2 and C3PO.
"So, toys you can't play with and mac & cheese you can't eat? This is a allowance of lies," the adolescent says.
Along with the new commercials, which are set to run until Dec. 21, the advance includes an alternate website area admirers can attending at some of the hundreds of Star Wars collectibles displayed in the spots. They were curated by Rancho Obi-Wan, an alignment that holds the Guinness Record for the better clandestine Star Wars accumulating in the world. Rancho Obi-Wan, meanwhile, is demography the eight altered boxes of Star Wars Kraft macaroni and cheese into its abiding collection.
Until now, Kraft's Star Wars advance focused on in-store, agenda and book business for the Star Wars shapes, which cover noodles meant to resemble Yoda, Darth Vader, R2D2, C3PO and an X-wing fighter. Star Wars, Teenage Mutant Ninja Turtles, SpongeBob SquarePants and Minions macaroni and cheese were all answer calm in print. Kraft has affairs to advertise the Star Wars articles through 2016.
For Kraft, bringing out new appearance varieties of its iconic macaroni and cheese can advice drive absorption to the brand, which faces added antagonism from added boxed brainstorm brands such as Annie's.
"It's absolutely a actual analytical allotment of our portfolio," Mr. Glenn said of the shapes, abacus that the cast has launched one to two new backdrop annually for added than 20 years.
Kraft did bound Star Wars-only promotional plan afore the big abatement attack push. It sponsored Star Wars radio on Pandora on May 4th, a fun day for Star Wars admirers that plays on the band "May the force be with you." That affiliation with Pandora "really outperformed a lot of what we were expecting," Mr. Glenn said.
Kraft aswell affairs to abode two-page ads featuring R2D2, Yoda or an X-wing fighter in issues of People that go on auction Dec. 22. Agenda versions of those book ads can be downloaded. All of the plan was handled by CP&B.
In 2014, $107.5 actor was spent on Kraft cast U.S. advertising, according to the Ad Age Datacenter.
Kraft debuted Star Wars-shaped macaroni and cheese in January. Now, starting Oct. 19, it is putting a spotlight on its Star Wars product, as drive builds arch up to the December absolution of "Star Wars: Episode VII-The Force Awakens.""We're putting a lot added accent on this because the fit is just so acceptable both in agreement of the adulation for the cast and the intergenerational appeal," said Scott Glenn, cast manager, Kraft macaroni and cheese.
The commercials, a :15 and a :30, play on the lengths some collectors go to in adjustment to accumulate their Star Wars collectibles in acceptable condition. A ancestor shows his son a allowance abounding with hundreds of pieces of Star Wars memorabilia, alone to get afraid if the adolescent touches a box from an old toy. The collection, of course, includes the limited-edition boxes of Kraft macaroni and cheese that affection Yoda, Darth Vader, R2D2 and C3PO.
"So, toys you can't play with and mac & cheese you can't eat? This is a allowance of lies," the adolescent says.
Along with the new commercials, which are set to run until Dec. 21, the advance includes an alternate website area admirers can attending at some of the hundreds of Star Wars collectibles displayed in the spots. They were curated by Rancho Obi-Wan, an alignment that holds the Guinness Record for the better clandestine Star Wars accumulating in the world. Rancho Obi-Wan, meanwhile, is demography the eight altered boxes of Star Wars Kraft macaroni and cheese into its abiding collection.
Until now, Kraft's Star Wars advance focused on in-store, agenda and book business for the Star Wars shapes, which cover noodles meant to resemble Yoda, Darth Vader, R2D2, C3PO and an X-wing fighter. Star Wars, Teenage Mutant Ninja Turtles, SpongeBob SquarePants and Minions macaroni and cheese were all answer calm in print. Kraft has affairs to advertise the Star Wars articles through 2016.
For Kraft, bringing out new appearance varieties of its iconic macaroni and cheese can advice drive absorption to the brand, which faces added antagonism from added boxed brainstorm brands such as Annie's.
"It's absolutely a actual analytical allotment of our portfolio," Mr. Glenn said of the shapes, abacus that the cast has launched one to two new backdrop annually for added than 20 years.
Kraft did bound Star Wars-only promotional plan afore the big abatement attack push. It sponsored Star Wars radio on Pandora on May 4th, a fun day for Star Wars admirers that plays on the band "May the force be with you." That affiliation with Pandora "really outperformed a lot of what we were expecting," Mr. Glenn said.
Kraft aswell affairs to abode two-page ads featuring R2D2, Yoda or an X-wing fighter in issues of People that go on auction Dec. 22. Agenda versions of those book ads can be downloaded. All of the plan was handled by CP&B.
In 2014, $107.5 actor was spent on Kraft cast U.S. advertising, according to the Ad Age Datacenter.
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