Pirate’s Booty and The Avengers ask parents for their kids’ superpowers

Now superheroes aren’t only going to be popping up in comics and movies — but in your mouths too. At least that’s what the cheesepuffs at Pirate’s Booty want.
Pirate’s Booty has partnered with Marvel Comic’s Avengers characters to launch a social contest to promote its new limited-edition Avenger-themed lunch packs, urging parents to share their kids’ superhero powers with the hashtag #SuperHeroKid.
The campaign by agency Ammirati, which will run until Sept. 5, asks parents to poke gentle fun at their kids by sharing pictures of them doing superhero-esque things — using their “atomic lungs” to yell, playing their “mind games” — and share them on Facebook, Twitter and Instagram with the hashtag for a chance to win Pirate’s Booty Prize Packs.
The campaign is an extension of a custom-designed digital comic featuring Avengers Super Heroes, including the Hulk, Thor, Captain America, Black Widow, Iron Man and, naturally, the Pirate’s Booty Pirate, designed by Marvel artists. Additionally, it features original comic art by Ammirati Senior Production Designer Kevin Gillespie — six cartoons, which will be shared via social media during the campaign.
Eric Berniker, vp of consumer engagement and innovation at Pirate Booty’s parent company, B&G Foods, said that The Avengers were a great fit for Pirate’s Booty.
“Marvel’s Avengers digital comic creates a very fun and interactive experience for Pirate’s Booty and Avengers fans alike,” he said.
“Working with Pirate’s Booty on the multipack and digital comic has been a great way to reach parents, kids and fans with innovative storytelling and our aspirational characters,” stated Paul Gitter, Senior Vice President at Marvel Licensing.
While the campaign has yet to gather steam, it has received some witty posts from parents: One mother talks about her daughter’s sneaky ability to stealthily put things into her mom’s shopping cart before checkout; another mother pokes fun at her kid’s super messiness and ability to smother anyone in food.
@piratesbooty my kid has the super mess making power at meal times. He can cover you and himself in food in seconds! #SuperHeroKid
— Lasca Reed (@MommyLasca) August 20, 2014
@piratesbooty @Marvel Mine has the power to repeat anything I say that he shouldn’t say! #SuperHeroKid
— carol (@carol_n_mo) August 19, 2014
More in Marketing

Ad Tech Briefing: Start-ups are now table stakes for the future of ad tech
Scaled ad tech companies need to maintain relationships with startups, when the sector is experiencing ongoing disruption due to AI.

Inside Kristi Argyilan’s RMN playbook: Lessons from the ‘godmother’ of retail media
Uber’s global head of advertising Kristi Argyilan says the future of retail media hinges on real-time relevance, brand differentiation, and breaking free from a one-size-fits-all playbook.

Digiday+ Research: More than half of marketers invest in TV and streaming, with an eye on impressions and branding
The majority of marketers are directing ad spend toward TV, with a focus on ads that drive impressions and branding.