Star Wars - The McCurrach and Kerry Foods Alliance Vital Statistics The Brief Cheese snacking is a fiercely competitive yet mature category in the UK. So when Kerry Foods, owners of Cheestrings, identified that the vast majority of activity in this channel was pointed towards “Mum” they decided to change tact and target their consumers - the kids themselves. At this time Star Wars Episode VII – The Force Awakens’ was being widely promoted by Disney and thousands of fans of all ages were waiting impatiently for its UK release. Kerry Foods understood there was huge potential here to connect with kids (and their parents) and struck a licencing deal with Disney to exclusively utilise Star Wars images within the chilled foods category. This deal led to a temporary Star Wars “rebranding” of the

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