Dive Brief:
- Archer Meat Snacks has launched a campaign around the brand’s collaboration with the forthcoming theatrical release “Star Wars: The Mandalorian and Grogu,” which hits theaters on May 22, per a press release.
- The effort includes a 30-second spot that includes clips from the film and will air on Disney+, across Spectrum Reach’s premium ad inventory during major sports playoff and in theaters nationwide.
- The campaign also includes retail, digital and social ads, out-of-home and consumer-facing extensions, tying the fast-growing brand to an entertainment franchise that is beloved across generations of consumers.
Dive Insight:
For its first entertainment collaboration, Archer is heading to a galaxy far, far away to tie-up with one of the most anticipated films of the summer: the first film in the nearly 50-year-old “Star Wars” franchise in more than six years. A sequel to the popular Disney+ series “The Mandalorian” that introduced Grogu — or “baby Yoda” — the movie is forecast to make $71 million over Memorial Day weekend and is “a true ‘can’t miss’ theatrical event,” according to Archer CEO Eugene Kang.
Archer — a brand projecting retail sales of over half a billion in 2026 — is looking to jump on the film’s bandwagon with a campaign that spans channels, including three products with film-themed, co-branded packaging; a Fandango partnership; a social sweepstakes and more. A custom ad spot will air across streaming TV, linear TV and theaters, with additional ads on YouTube, TikTok, Meta and Reddit and out-of-home billboards in Los Angeles and New York.
Plus, customers who purchase $25 of qualifying Archer products can unlock a $10 Fandango Movie Reward toward tickets to see the movie by scanning a QR code on co-branded packaging. Brands and platforms including Pepsi and TikTok, respectively, have teamed with Fandango to help drive consumers to the theater.
“’Star Wars: The Mandalorian and Grogu’ is shaping up to be one of the year’s most exciting theatrical events, and it’s always rewarding to see brands like Archer create new ways for fans to celebrate the adventure,” said Lylle Breier, executive vice president of partnerships, promotions, synergy and events at Disney.
The campaign builds on growth by the brand and the overall meat snack category. Archer grew 35.9% year-over-year, outpacing the category’s 8.8% growth, per a separate press release. To build on surging consumer demand, Archer opened a second manufacturing facility in November 2025 and recently secured a roughly $100 million aggregate credit facility from JPMorgan Chase & Co.
Formerly Country Archer Provisions, Archer in 2025 unveiled a new brand identity inclusive of the shortened name and launched its first national ad campaign. The “Stick to Real” effort positioned the brand as a down-to-earth snacking option and included a partnership with Hulu.
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