King's Hawaiian (yes, the dinner roll brand) releases Halloween film
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The trailer doesn’t tie the brand into the story, though the rolls do get a couple of mentions in the movie itself. (Spoiler alert: one home hands out King’s Hawaiian rolls instead of candy on Halloween. Later, a character smells them in a trick-or-treat bag.) Dickens likens the brand’s appearance in “Hallowaiian” to how Reese’s Pieces are shown in “E.T.”
Dickens has a producer credit on the film, which comes from King’s Hawaiian’s production company, Fresh Baked Films, and Canadian animation studio Arcana, and is being distributed by SC Films International.
The movie, in-store displays and online recipes for foods such as Pineapple Upside Down Eyeball Bread and Monster Meatball Sliders are a tactic to get people thinking about the brand at a time when it isn’t quite as popular. King’s Hawaiian’s three biggest times of the year are, in descending order, Thanksgiving, Christmas and Easter.
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