King’s Hawaiian partners with Illumination franchise

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King’s Hawaiian partners with Illumination franchise

17 Jun 2024

Lily Cota

Lily Cota is a writer, editor and photographer from Kansas City, Missouri. She graduated from Missouri State University with a Bachelor of Science in English and a minor in Photography. When she’s not writing, you can find her reading fantasy novels, thrifting, trying out local coffee shops and spending time with her nieces.

LOS ANGELES – King’s Hawaiian, a leading producer of Hawaiian-inspired breads and rolls, announced a partnership with Illumination’s Despicable Me 4, in theaters July 3. The collaboration will include a TV commercial and limited-edition King’s Hawaiian packaging and signage.

“We’re proud to be partnering with Illumination’s Despicable Me 4 because we know King’s Hawaiian is uniquely situated to dial up the undeniable joy associated with watching a great movie with loved ones,” said Holger Kraetschmer, chief marketing officer at King’s Hawaiian.

“King's Hawaiian infuses even more excitement and fun into moments of togetherness, like family movie night, as the irresistible draw of our products inspires people to gather.”— Holger Kraetschmer | chief marketing officer | King’s Hawaiian

The featured commercial depicts Illumination’s Minions enjoying a summer barbecue and dreaming of the different King’s Hawaiian sliders they can make.

“King’s Hawaiian infuses even more excitement and fun into moments of togetherness, like family movie night, as the irresistible draw of our products inspires people to gather,” said Kraetschmer.

Consumers can find the limited-edition King’s Hawaiian packaging in grocery stores nationwide. AMC Theatres will also be serving a King’s Hawaiian meal combo with Original Hawaiian Sweet Soft Pretzel Bites.

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