Kraft Heinz's "Lunchabuild This!" campaign for Lunchables shifted from passive messaging to an active, kid-focused approach. The multicity takeover featured contextual out-of-home installations and digital elements, encouraging children to build creative structures with Lunchables products. This innovative strategy not only boosted sales and household penetration but also reignited brand enthusiasm among children and parents, solidifying Lunchables' position as a category leader.
Objective
Kraft Heinz aimed to evolve Lunchables' "buildability" brand idea to increase desire, demand, and sales during the critical back-to-school period. The campaign focused on inspiring children's creativity to drive requests for the product, leveraging the 70 percent correlation between kid requests and parental purchases.
Context
Despite leading the convenient, compartmented food category, Lunchables had experienced flat sales for four years prior to 2021. The 2021 "Built to Be Eaten" campaign drove a 12.8 percent sales increase but saw a 0.5 percent decline in household penetration. The 2022 strategy aimed to reverse this trend and boost household penetration by at least 1 percent.
Target Audience
The campaign targeted children aged six to 12 who embrace creative play and building brands. These kids value the act of creating and spend significant time engaging with screens and advertisements.
Creative and Media Strategy
The "Lunchabuild This!" campaign featured a multicity takeover with contextual out-of-home (OOH) and experiential installations in locations frequented by children. QR codes linked to Lunchables.com, offering blueprints for builds and a unique "Order by Build" e-commerce experience. Social media executions complemented the campaign across various platforms.
The campaign created 31 "Lunchabuild" objects across six cities, with over 1,100 contextual placements. Installations included 18-foot-high "Lunchabears" at zoos, Lunchables buses, and a SpongeBob Lunchabuild at the Kids' Choice Awards. QR codes allowed instant access to blueprints and product ordering. Social media elements included Pinterest blueprints, a Snapchat filter, and Twitter "before and after" comparisons.
The "Lunchabuild This!" campaign achieved remarkable results:
The campaign successfully repositioned Lunchables as a tool for creative expression, enhancing its status among both children and parents. It generated unexpected social media buzz, particularly around the "Lunchabus" fleet. It sparked conversations, debates, and even comparisons to other iconic brand vehicles like the Oscar Mayer Wienermobile. This organic engagement demonstrated the campaign's success in capturing public imagination and nostalgia.
