LUNCHABLES - LUNCHABUILDS
The Toy You Can Eat

Along with the launch of our Built To Be Eaten campaign with TV, print and the works, we decided to take Lunchables where it’s never gone before: the toy store. Because each pack is essentially an edible toy set where playing with your food isn’t the problem, it’s the whole point. So we made Lunchabuilds, full life-size builds of things you can make entirely out of Lunchables. We made a :15 billboard in Times Square and drove everyone to see it in real life and head to our Pinterest hub where we gave them a headstart with instructions for things you can actually build with Lunchables.

FULL CAMPAIGN ReCAP

Copywriter: Stephen Pacheco
Creative Directors: Daniel Righi, Kurt Mills
Producers: Noah Dasho, Gemma Edward Aron
Photographer: Keena
Videographer: Stebs

PRESS

Adweek, Yahoo, Hypebeast, SuperParent, ComicBook

RECOGNITION

D&AD
Wood Pencil - Media / Collaboration (2022)
Wood Pencil - Experiential / Retail (2022)

Cannes
Gold - Creative Commerce (2023)
Shortlist- Brand Experience & Activation - 360 Integrated Brand Experience (2022)
Shortlist- Brand Experience & Activation - Customer Retail / In-Store Experience (2022)

Art Director’s Club
Shortlist - Out of Home - Point of Purchase (2022)
Shortlist - Promotional Materials - Point of Purchase Display (2022)

Webby’s
Honoree - Advertising, Media & PR - Integrated Campaign (2022)

AICP Next Award
Winner - Integrated Campaign (2022)

One Show
Shortlist - Design - Out of Home – Brand Installations (2022)
Shortlist - Integrated - Integrated Branding Campaign (2022)