Cheestrings Captain America

Cheestrings teamed up with Universal studios, to promote the release of Captain America: Civil War, to their joint target audience.

We created an engaging promotion, where each pack came with a free “Hero Attax” collectable card, with two to collect, therefore encouraging repeat purchase.

To capitalise on the growth in the kids’ cheese snacking category and create a point of differentiation between Cheesestrings and competitors we developed the “Whose Side Are You On” creative concept. The campaign ran in Asda, Tesco and Co-op stores across in store media, online, convenience and trade touchpoints.


We worked as an intermediary to facilitate the sponsorship relationship, ensuring that the creative and messaging drove a call to action whilst operating within the guidelines of the Captain America property guidelines.

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