Superheroes sign on with Kraft

Superman will soon be catching kids' attention in grocery store aisles....
February 1, 1998

Superman will soon be catching kids’ attention in grocery store aisles.

DC Comics and Kraft Foods have entered into a licensed product and promotions agreement that will bring together KRAFT Macaroni & Cheese and DC Comics superheroes Batman, Batgirl, Robin, Superman, Wonder Woman, The Flash, Green Lantern and Aquaman.

The new product, which hits grocery store shelves in March, will consist of pasta shapes that represent the logos of all eight superheroes. A picture of Superman, Batman or Wonder Woman and superhero bios will appear on the boxes.

TV and print advertising is set to begin this month. TV ads will include a 15-second tag announcing a DC superhero balancing toy offer with six proofs of purchase from KRAFT Macaroni & Cheese, to be followed by a 30-second spot in April. Major children’s magazines will carry print ads. A free DC comic book will be available with multi-packs of six and 12.

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