Reigniting meaning for a dated snack brand
Brand Positioning | Lunchables
Background
Lunchables created its category, and continued to lead it nearly four decades later. But growth was flattening with new (healthier) options entering the market.
Ask
Develop a brand positioning for Lunchables that reignites relevance among parents and kids.
Results
Double-digit sales growth for the first time in 5 years (an all-time high).
Problem
Lunchables had become yesterday’s lunch. Product specs were lagging behind parents’ better-for-you expectations, and the creative formula (goofy characters) wasn’t connecting with kids.
Insight
When you build something, you love it. The IKEA effect widely recognized in adults is as true - or more! - for kids.
Positioning
Build your way.
While I wasn’t involved in the creative development beyond locking the strategy, our talented creative team immediately proved the legs of the positioning.
FAO Schwarz Store Takeover & Toy Sets
The strategy inspired an in-store takeover at FAO Schwarz (largest to date) featuring larger-than-life Lunchables creations throughout the store and in the renowned storefront windows in Rockefeller Plaza.
Lunchable toy sets sold out online in only 2 minutes. In a first for the brand, the news transcended the food world, ending up in toy-related outlets like Toy News, the Toy Insider and Toy Wizards.
Traditional brand storytelling
The strategy also led to a series of brand spots to re-introduce Lunchables as the “buildable” lunch, inspiring kids to play with their food (instead of trying to compete on nutrition).
My role
Designed and conducted research (primary & desk)
Developed creative territories and pressure tested with creative teams
Designed and facilitated 2-day client working session
Roblox Partnership
Lunchables became the first brand to create a loyalty program on Roblox. QR codes on real-world packaging unlocked ‘Lunch Points’ on Roblox, which could be redeemed for in-game items. This tied Lunchables to a beloved world-building game.
Key unlocks from the research
Kids are strangely specific about how they eat their Lunchables and love the freedom to eat them exactly how they want. One kid we talked to was very proud to sandwich his deconstructed oreo around his ham and cheese.
Empowerment for kids isn’t total independence – it’s in the little, mundane moments. They want to do their own hair, but they don’t want their parents to leave them alone for an evening.
World-building (from Minecraft and Roblox to Legos and making your own PB&J) is a perfect place for this little-i independence. So is (you guessed it), Lunchables.