HOW DO YOU PROMOTE A KIDS’ FOOD BRAND IN A TIME OF INTENSE GOVERNMENT REGULATION?
Kids love Lunchables. The government doesn’t. So the challenge here was to create excitement for a brand in a category that gets a lot of regulatory scrutiny.
LUNCHABLES | ALIEN FIELD TRIP
Lunchables were the unofficial snack meal of school field trips. We made them the official snack brand of field trips. We created a charitable foundation that gave away free field trips to schools in need. And we created this film to promote this idea and solicit entrants. We took a bunch of fifth graders to a space museum and convinced them they were meeting aliens from another planet.
ALIEN FIELD TRIP
LUNCHABLES | NEVER BE BORED AGAIN (CINEMA AD)
That’s the idea here. Rather than do some lame but high-minded contest, we just went for the juicy stuff. The stuff that kids really want. Like winning a cool tree house built to your specifications right in your backyard.
NEVER BE BORED AGAIN
LUNCHABLES | SUSPENSE
What your mom gets you for lunch can make or break your day at school. This TV campaign was based on this premise.