Lunchables: Lunchabuild This!

Lunchables, a food brand, boosted sales by encouraging children in the US to get creative and build anything they wanted out of Lunchables with its campaign LUNCHABUILD THIS.

Campaign details

Brand: Lunchables Brand owner: Kraft Heinz Company Entrant company: StarcomIdea creation: Starcom Chicago Market: United States Sector: Convenience, readymade Media channels: Television & Connected TV, Online video, Social media, Word of mouth, Influencers, KOLs, Competitions & contests, Events & experiential Budget: Over 20 million

Executive summary

In 2021, Lunchables launched its “Built to Be Eaten” brand platform—which resonated, but the results were just OK. In 2022, we evolved the platform from a passive message to an active, kid-first idea — “LUNCHABUILD THIS!”...

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