2005 :: Uncle Tobys 'Revenge of the Sith' Promotions

From 01 April 2005 through to 30 September 2005, Goodman Fielder ran a 'Revenge of the Sith' Promotion in association with their Uncle Tobys 'Chewy' muesli bars, and Fruit Roll-Ups. The concomitant television advertising (which is unlikely to be New Zealand specific) featured a convincing Darth Vader, accompanied by stormtroopers who are quite clearly 501st Legion members (or are at least using the armour often worn by 501st members).

The five different muesli bar flavours each have boxes featuring different artwork/characters. A mildly disappointing aspect of much Episode 3 licensed material is that it features graphics from a very limited library of promotional images - all posed photos with plain backgrounds, rather than the on-set photos of old. Despite this, the Uncle Tobys packaging has managed to incorporate the character shots and branding into its standard product livery, to good effect. The back of the muesli bar boxes are all the same, describing the competition run in conjunction with these cereal bars - "Win one of 3 ultimate Star Wars bedrooms" consisting of LCD TV, Playstation 2 console and games, CD player, DVD library, Star Wars bedclothes, Vader voice changers, lightsaber and more.

Goodman Fielder produced these products for both Australia and New Zealand. The local version of the packaging conveys the contact details for Goodman Fielder New Zealand Limited. The current incarnation of Goodman Fielder came about in 2001 when component companies merged on both sides of the Tasman. Interestingly, GF NZ formed from the merger of Bluebird, Quality Bakers New Zealand, Champion and Meadow Lea Foods. Both of the first two brands/companies have utilised Lucasfilm licenses in past years: 1997, Quality Bakers bread cards, 1999, Bluebird Multipack Episode 1 cards, and 1999, Bluebird Chips Episode 1 cards.