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