Glenview, IL-based Kraft Foods next month rolls out a national program for its Macaroni & Cheese brand tied to Burbank, CA-based Disney’s “Monsters, Inc.” release.
Macaroni shaped like four of the flick’s main characters (Sulley, Mike, Randall, and Boo) will fill boxes featuring cut-out “Monster” door-hangers. Custom five-packs of Macaroni & Cheese will feature a “Monsters” key-chain premium. “Having followed the great stuff that happens in the cereal category, we wanted to see how we could create that instant fun,” says Frank Salamone, Kraft’s category promotion manager.
P-O-P materials and a national TV spot will support. Chicago-based 141 Communicator handles.
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