Heinz: Lunchabuild this

Grocery brand Lunchables increased sales and category share in the US with the child-focused Lunchabuild This! campaign, which included a multi-city takeover with contextual OOH and experiential installations.

Campaign details

Brand: Kraft HeinzAgency: StarcomRegion: North America

Strategy

Objective

Our objective for Lunchables in 2022 was to evolve how we executed against our buildability brand idea in order to supercharge desire, demand, and sales. And, we needed to kick off our efforts during the critical back-to-school period when lunch habits are being made. The key would be to really dial in on kids' behavior. A study had shown that kid request ("I want more Lunchables!") has a 70% correlation with parent purchase, making it key to unlocking more growth. Our challenge would be to...

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