It may have gotten lost in the hype over Halloween‘s 40th anniversary and latest sequel, but there’s another Halloween film at the box office this month with some big names in the cast — and it happens to be the brainchild of a brand, not one of the major studios. King’s Hawaiian, maker of rolls and Hawaiian-inspired barbecue sauces, began thinking up new shopper marketing ideas to promote Halloween-themed recipes about four years ago. The result: The Legend of Hallowaiian, a feature-length animated film that boasts voice talent from Mark Hamill, Vanessa Williams and Tia Carrere. The film first aired exclusively on DirecTV and is now showing in a limited number of theaters across the country. Halowaiian may not instantly become a Halloween classic, but we love the brand’s willingness to think big and do something unexpected! Check it out.