Campaign has a theme of 'Take it easy over summer with Popeye'.
Popeye, Olive Oyl, Brutus and Wimpy are being featured in a gift-with-purchase promotional campaign across Japan for Kraft cheese bites.
With a theme of 'Take is easy over summer with Popeye', the campaign touts the merits of pre-cut cheese slices as quick, healthy snacking and a way to beat the heat of cooking in the summer.
The campaign includes print and online advertising, plus point of purchase and on-pack promos for several cheese varieties.
"Popeye's Japanese fan base meshed perfectly with Kraft's target demographic for this product, plus he's always enjoyed tremendous recognition around the world as an advocate for healthy eating," said Cathleen Titus, VP of international licensing for King Features, which owns the Popeye family of characters.
"We are delighted that he and his friends have been chosen to star in the Kraft campaign."
Consumers can collect bar codes to redeem by mail premium items including Le Creuset dish sets, Popeye special cheese trays and Kraft cheese section sets.
In addition, they can also download recipes inspired by Popeye and incorporating Kraft Kireteru Cheese from tje Morinaga Milk website (Kraft's partner).