Kraft and Stars Wars Join Forces for Co-branded Campaign

The core components of the execution entails a series of commercials for television as well as a Kraft Star Wars Room

FMCG giant, Kraft, has inked a partnership with the Star Wars franchise to roll out its latest ‘Star Wars Macaroni & Cheese’ campaign. The multi-layered push is created for aficionados and features several interactive elements for an all-American fan experience.

The core components of the execution entails a series of commercials for television as well as a Kraft Star Wars Room—an interactive website offering enthusiasts of the franchise exclusive access to rare Star Wars memorabilia. These include limited-edition Star Wars Kraft Macaroni & Cheese and various other collectibles.

The advertisement features more than 750 hand-picked collectibles curated by Rancho Obi-Wan, the Guinness Record holder for the largest private Star Wars assemblage. For the first time, fans will be able to visit the site and explore the commercial set and learn about the collection of iconic memorabilia.

The spread especially celebrates the Star Wars Kraft Macaroni & Cheese offering, and taps into select items which viewers can interact with via photos and other features. The new commercials meld KRAFT and Star Wars, two iconic brands in American culture, among the largest collection of Star Wars memorabilia ever seen on TV.