Even Star Wars superfans are wondering about the wisdom of the movie’s latest brand partnership.
Dole — the food company that specializes in produce— is currently selling Star Wars-branded fruits and vegetables in grocery stores, slapping stickers that promote The Last Jedi on everything from lettuce to pineapples.
But while most fans don’t bat an eye at Star Wars marketing taking over popsicles and macaroni and cheese, this particular match-up has many scratching their heads.
Luke, use the pineapple! Dole is currently selling Star Wars-branded produce under its Unite for a Healthy Galaxy campaign
Rey’s romaine: Bags of lettuce, among other fruits and vegetables, feature images of Star Wars characters
In a salad bar far, far away… The campaign is meant to help parents get their kids to eat healthier
The branded Dole products appear to have started popping up in grocery stores back at the end of October — but with the latest film having just hit theaters this weekend, more and more shoppers are commenting on the odd branding choice.
Heads of iceberg lettuce feature BB-8, while R2-D2 scoots along on cauliflower. Different varieties of lettuce are emblazoned with illustrations of Kylo Ren and Rey, who brandish light sabers.
There’s fruit, too: bananas with Star Wars stickers and even pineapples tied with movie tags.
Though the branding may help some parents encourage their kids to eat a healthy snack, many adults have taken to social media to laugh at the campaign.
Really? However, many shoppers find the collaboration a tad ridiculous
No veggies in space: Dole also has Star Wars content on its app
Vitamins and minerals: R2-D2 is here to help you get your Vitamin B2
‘Congrats to the Disney licensing team for not leaving money on the table: Behold The Official Pineapple® of “The Last Jedi,”‘ wrote John P. Falcone.
‘The #StarWars advertising campaign has gone too far. This is not the lettuce I was looking for…’ added Nathan Emery.
‘I was willing to store that C-3POs box in my garage for 30+ years because cereal is immortal — but I may finally have to draw the line at Star Wars brand lettuce,’ wrote John Jackson Miller.
Many expressed disbelief, while one said: ‘Yes that is indeed a Porg on a banana sticker. What a time to be alive.’
Crazy: Individual stickers have also been put on some Dole bananas
Cooking with droids: Dole also came up with original recipes, which are available online
Darth Vader never made LUKE eat his vegetables! Many Twitter users have expressed confusion and disbelief
‘What the hell does Star Wars have to do with lettuce?’ chimed in another.
According to GrubStreet, Dole’s ‘Unite for a Healthy Galaxy’ campaign is actually a push to ‘help parents get their kids to eat better’.
The company said ‘worked closely’ with Lucasfilm on the collaboration, even coming up with original recipes inspired by the series.
Those recipes include Tatooine Blue Milk, Porgs & Greens, BB-8 Roundabout Sundae, Threepio Salad, and Wookie Noodles.
Dole is also offering unique Star Wars content on its app and hosting weekly giveaways.