Sister brands Kraft String Cheese and Polly-O String Cheese have partnered with Crayola on a multi-platform back-to-school promotion.
Between July and October, the string cheese brands (plus their respective cheese Twists products) are featuring limited-edition packaging in which each individual cheese stick’s wrapper bears an image of a different-colored Crayola crayon — making the cheese packages resemble Crayola’s iconic crayon boxes.
The packaging is a visually arresting way of promoting a special offer: a coupon inside each cheese package good for $3 off Crayola products.
“The goal is to ‘disrupt’ the string cheese shelf with unexpected packaging that leverages Crayola’s equity, in combination with a great consumer offer,” sums up Camille Vareille, brand manager, cheese snacking for Kraft Foods.
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