Kraft Heinz’s Lunchables encouraged kids to play with their food last year with a store takeover at FAO Schwarz in New York. This back-to-school season the brand is expanding on that theme with a “Lunchabuild This” campaign developed by Goodby Silverstein & Partners.
Consumers can download 25 blueprints from the brand’s website for crafting creations such as a rocket, fire hydrant or scooter and buy all the components necessary via an online retailer. The instructions and materials were previously packaged together in limited-edition Lunchabuilds sets sold online for $100.
Consumers are encouraged to post images of their own Lunchables builds and what inspired them on Instagram from now until Sept. 4 to enter a sweepstakes awarding 25 winners with $2,000 to spend on an educational experience. Arrowhead Promotion and Fulfillment administers the sweeps.
Fueling creativity and playfulness
“Lunchables is committed to fueling kids’ creativity and inspiring them to explore the limits of their imaginations,” Kraft Heinz associate director of brand communications Samantha Mills said in a statement. “Through the new Lunchables.com Order This Build ecommerce experience and the ‘Lunchabuild This’ sweepstakes, we aim to jumpstart imaginations, discover inspiration at lunchtime and help turn dreams into reality for our fans.”
The campaign will also feature OOH ads in San Francisco, New York, Chicago, Cleveland, Philadelphia, Minneapolis and St. Paul, Minn., showing Lunchables creations next to the objects they are based on such as bikes, boats and buses as a way to inspire kids to build what they see. The creative features QR codes linking to the brand website.
Those same markets will host larger-than-life Lunchables builds, which have included giant bears at Chicago’s Lincoln Park Zoo and the Como Park Zoo in St. Paul. The brand also built a stadium to display at the Aug. 11 Field of Dreams game in Dyersville, Iowa.
