Britannia Jim Jam has announced the launch of Marvel-themed special edition packs featuring characters from Marvel.
The range, available across Britannia Jim Jam and Britannia Jim Jam Pops, includes pack designs featuring Captain America, Thor, Iron Man, Deadpool and Wolverine. The designs incorporate character elements such as Captain America’s shield, Thor’s hammer, Iron Man’s suit, Deadpool’s twin katanas and Wolverine’s claws.
The campaign centres on the idea that Super Heroes often have their hands occupied. Positioned as a snack that can be eaten with one hand, Britannia Jim Jam highlights this feature in its latest advertisement.
The television commercial features five Marvel cosplayers at a fictional Super Hero press conference. During the event, they are asked an unexpected question by Jimmy and Jammy, leading to the suggestion that Super Heroes, including cosplayers, rarely have a free hand to eat. The advert presents Britannia Jim Jam as a snack that can be consumed with one hand.
Siddharth Gupta, Vice President – Marketing, Britannia Industries, said, “Our focus has always been on staying closely connected to culture and finding relevant ways to show up where consumer interest exists, especially among younger Gen-Z audiences who shape what is current and relevant today. Pop culture collaborations are one of the ways we bring this to life, with a focus on delivering connected experiences across multiple touchpoints. Our collaboration with Marvel stands out as a unique opportunity for us to translate this thinking into a cohesive brand experience for our consumers that remains rooted in the product.”
The campaign also introduces the No-twist challenge. Consumers can scan the special edition packs to access an interactive game in which they play as Marvel Super Heroes. Participants take on enemies using one hand while holding the snack in the other, reflecting the campaign’s central idea.
Each scan and play earns Jim Jam Coins, which can be used for a chance to win Marvel merchandise and a trip to Hong Kong Disneyland.
