New partnership with Disney follows successful Star Wars initiative last year.
Kerry Foods’ Cheestrings brand has joined forces with Marvel and Disney for a promotion around the upcoming Captain America: Civil War.
The partnership follows on from the successful Star Wars tie-up last year between the company and Disney.
Character imagery will appear on packaging of the main Cheestrings range, reports The Grocer. Iron Man will be joined by War Machine and Black Widow, while Captain America will be supported by Falcon and Agent 13 – playing on the film’s tagline of ‘Whose side are you on?’.
In addition, each pack will include Topps Hero Attax collectable cards.
In addition, Marvel’s Ultimate Spider-Man TV series will feature on Cheestrings Spaghetti, and Cheestrings Strong will feature Iron Man and Captain America.
Kerry Foods is backing the promotion with a £1 million marketing drive, including TV (beginning from April 26) and in store activity.
