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.

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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 FacebookTwitter 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.


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