Kraft Mac & Cheese Star Wars

CHALLENGE
This is the first time Kraft has ever partnered with Star Wars in its “Shapes” line of product. How do we announce this partnership and build excitement for fans of both brands?

SOLUTION
We did what any Star Wars nerd would do and treated the product like a valuable collectible, but our father and son disagree on the proper use of the new Star Wars Shapes.

EXECUTION
We partnered with the largest private museum of Star Wars collectibles, Rancho Obi Wan, to help understand how collectors think. We borrowed a priceless amount of highly regarded collectibles from their museum to give the necessary authenticity to our set and worked with their museum curator to lay the room out in a way that matches the father’s unique personality.

STAR WARS ROOM

To capitalize on what we had assembled – a priceless collection of Star Wars collectibles that most people have never seen.

We created a website to let fans learn more about some of the rare collectibles we had on display, and to educate regular fans on the world of Star Wars collecting.