KD’s latest collaboration with Nintendo is tapping into its 30-year history of partnering with popular movies, TV shows and video games.
Starting on Oct. 16, the brands launched KD Super Mario Power-Up Shapes Mac ‘n Cheese, which is a continuation of KD’s 2023 brand platform, “Gotta be KD.”
“The KD shapes portfolio focuses on tapping into cultural relevance to drive excitement and love from people of all ages,” Brooke Morrison, KD senior brand manager, tells strategy. “The shapes portfolio strives to connect friends and families, providing comforting and fun experiences that leave lasting memories.”
The new noodle shapes include Fire Flowers, Super Stars and Super Mushrooms. They were inspired by elements of the Super Mario universe that power up Mario, Luigi, Princess Peach and others in the games.
In the 1990s, KD launched its first licensed shapes product with Super Mario characters, which differed from this year’s Power Up Shapes launch, Morrison adds. “We know that KD and Super Mario have been close to fans’ hearts from comforting childhood memories through every stage of their lives,” he says. “Keeping our updated brand strategy at the center of all work, we’re doubling down on our position as Canada’s favourite Mac ‘n Cheese brand and a consumer-obsessed brand that stays true to its roots while allowing real fan insights and cravings to guide what we bring to market.”
KD and KRAFT Mac & Cheese are also inviting consumers across North America to turn the iconic blue boxes into a chance to win epic prizes with the Power Up Pursuit Contest, which is running until Dec. 31.
One grand prize winner will receive an all-expenses-paid family vacation to Super Nintendo World in Universal Studios Hollywood, Calif. Additional winners will receive $550 gift cards to the Nintendo eShop.
The KD x Nintendo collaboration will be rolled out through both a social campaign and in store activation. On social, the campaign will be featured across both Meta and TikTok with paid boosting. In store, the campaign will leverage a variety of wobblers, shelf-talkers and floor displays.
