Kraft Heinz has launched a major marketing campaign for its Star Wars-shaped macaroni and cheese as it looks to take advantage of the commercial momentum building ahead of the release of Star Wars: The Force Awakens.
The campaign will be the biggest effort yet for the special shape of its Mac and Cheese and will consist of a 15 and 30 second ad as well as an interactive website.
Kraft Heinz has tapped into the geek collectables tradition associated with the films by partnering with Rancho Obi-Wan, an organization that holds the Guinness Record for the largest private Star Wars collection in the world. The organisation helped curate the collectables which are shown off in the ad and has decided to take eight different boxes of Star Wars Kraft Macaroni adnd Cheese into its permanent collection.
The ads centre on the great lengths which some collectors go to in order to preserve their Star Wars collectables and how this appears from the perspective of a child who wants to play with them. A father shows off a room filled with hundreds of pieces of Star Wars memorabilia to his son who doesn’t understand why he can’t touch the toys or eat the limited edition macaroni and cheese which includes Yoda, Darth Vader, R2D2 and C3PO packaging.
This leads the child to conclude: "So, toys you can't play with and mac & cheese you can't eat? This is a room of lies”.
The Star Wars themed range was released earlier in the year but Kraft Heinz has stepped up its marketing ahead of the film’s 18 December release date.
Along with the two video ads, which will run until 21 December, the campaign includes an interactive website where fans can view some of the array of Star Wars collectibles which feature in the ads.