Kraft String Cheese and Polly-O String Cheese, sister brands under the umbrella of Kraft Foods, Northfield, Ill., have partnered with Crayola, Easton, Pa., on a unique back-to-school promotion that focuses on packaging.

 

The marketing campaign features limited-edition Crayola-inspired packaging, with each individual cheese stick wrapper showing a different-colored crayon. The eye-catching packaging ties together the special offer found inside each cheese package — a coupon for $3 off any Crayola product.

The special packaging is available in the both the string and twists cheese products. The campaign runs from July through October 2012, specifically targeting back-to-school shoppers and moms looking for after-school snacks for their children.

“The goal is to ‘disrupt’ the string cheese shelf with unexpected packaging that leverages Crayola’s equity, in combination with a great consumer offer,” said Camille Vareille, brand manager, cheese snacking for Kraft Foods.

The Kraft-branded string and twists are available west of Pittsburgh and the Polly-O brand is available east of Pittsburgh.