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
-
U by Kotex believes normalizing periods will help it reach millennials, Gen Z
U by Kotex is looking to continue with recent streaming ads, digital spots, banner ads, shopper marketing and influencer partnerships focused on “Normalizing Periods.”
-
How the push for anti-‘woke’ advertising could create controversy for brand startups
As some push back on inclusive marketing, startups with more to lose sound off.
-
Digiday+ Research Briefing: CMO Strategies — How marketers’ social platform budgets stack up
In this week's Digiday+ Research Briefing, we share focal points from Digiday's recently released reports on how marketers’ social platform budgets stack up, and how agencies are feeling less pessimistic about the death of the third-party cookie.
-
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
-
Can Meta remain the ‘holy grail of paid advertising’ with challenges, challengers and Advantage+?
With more competitors and less solutions, advertisers sound off on Meta's social ad dominance.
-
With TikTok star Keith Lee, Pepsi hopes to draw Gen Z to Black-owned restaurants
Pepsi is teaming up with TikTok food reviewer Keith Lee to promote the best Black-owned restaurants with a focus on Gen Z.
