Goodby, Silverstein & Partners launched the supersize campaign featuring larger-than-life installations across America
Lunchables unveils a first-of-its-kind Order This Build functionality allowing families to easily order the packs needed to create different ‘Lunchabuilds,’ creations. The campaign – developed by creative agency Goodby Silverstein & Partners – features out-of-home city takeovers, larger-than-life installations, a new ecommerce experience, consumer call-to-action and more.
With more than 25 different Lunchabuilds including a bear, dinosaur, helicopter and drum set, fans can find the products they need and download the building blueprint directly from Lunchables.com. The new Lunchables.com Order This Build functionality is an extension of the brand’s latest campaign, Lunchabuild This, designed to empower families to build their own Lunchables creations using the world around them as inspiration.
In celebration of the new Order This Build functionality, Lunchables, a Kraft Heinz Company brand, is helping fans bring their dreams to life when they post their own Lunchabuild creation on Instagram. Now through September 4th, a Kabobble helicopter could send fans soaring in a private tour over the Grand Canyon, or a Cracker Stacker baseball cap could land them front row behind home plate. Up to 25 lucky winners will win $2,000 to make their experience-of-a-lifetime a reality.
To enter the sweepstakes, fans can post their own Lunchabuild creation on Instagram sharing what inspired the build and how they would spend the $2,000 toward an experience of a lifetime. Qualifying participants must follow @Lunchables on Instagram and tag #LunchabuildThis and #Sweepstakes.
“Lunchables is committed to fuelling kids’ creativity and inspiring them to explore the limits of their imaginations,” said Samantha Mills, associate director of brand communications. “Through the new Lunchables.com Order This Build eCommerce experience and the Lunchabuild This sweepstakes, we aim to jumpstart imaginations, discover inspiration at lunchtime and help turn dreams into reality for our fans.”
Additionally, the Lunchabuild This campaign is brought to life in the real world with out-of-home advertising featuring the Lunchabuilds directly next to the real thing – from bike racks to bus shelters and much more, inspiring kids to build what they see. Larger-than-life Lunchables builds will also be featured in San Francisco, New York, Chicago, Cleveland, Philadelphia and Minneapolis/St. Paul. Whether an out-of-home advertisement or a larger than life build, there is always a QR code nearby to make it easy for fans to Lunchabuild This.
CLIENT
VP OF NORTH AMERICA MARKETING & HEAD OF THE KITCHEN: Jessica Vultaggio
VP OF NORTH AMERICA, BRAND COMMUNICATIONS: Nina Patel
ASSOCIATE DIRECTOR, BRAND COMMUNICATIONS: Samantha Mills
BRAND MANAGER, BRAND COMMUNICATIONS: Erin Fitzgerald
MANAGER, U.S. PR & MEDIA RELATIONS, KATE KITCHELL
AGENCY
CREATIVE
CO-CHAIRMAN: Jeff Goodby
CHIEF CREATIVE OFFICER: Margaret Johnson
CREATIVE DIRECTORS: Kurt Mills and Daniel Righi
ART DIRECTOR: Edward King
ART DIRECTOR: Katie Gelfand
COPYWRITER: Stephen Pacheco
COPYWRITER: TShea King
DESIGN
DESIGN DIRECTOR: Tana Cieciora
SR. DESIGNER: Todd King
SR. DESIGNER: Pedro Zuccolini
DESIGNER: Johann Vernizzi
ACCOUNT SERVICES
MANAGING PARTNER: Brian McPherson
GROUP ACCOUNT DIRECTOR: Becca Morris
ACCOUNT DIRECTOR: Callen Gustafson
ACCOUNT MANAGER: Carmen Guan
ASSISTANT ACCOUNT MANAGER: Adrianne Medina
STRATEGY
PARTNER, HEAD OF BRAND STRATEGY: Bonnie Wan
PARTNER, HEAD OF COMMUNICATION STRATEGY: Christine Chen
DEPUTY DIRECTOR OF BRAND STRATEGY: Kelly Evans-Pfeifer
COMMUNICATION STRATEGY DIRECTOR: Drew Forrest
PRODUCTION
HEAD OF PRODUCTION: Jim Haight
EXECUTIVE PRODUCER: Tena Goy
SENIOR PRODUCER: Alex Healy
DIRECTOR OF GRAPHIC SERVICES: Jim King
SENIOR PRODUCER: Alisa Latvala
PRODUCER: Mary Pestell
BUSINESS AFFAIRS
DIRECTOR OF BUSINESS AFFAIRS: Judy Ybarra
BUSINESS AFFAIRS MANAGER: Yelena Kompaneyets
PHOTOGRAPHER
PHOTOGRAPHER: Quinn Gravier
PHOTOGRAPHER ASSISTANT: Emilio Diaz
PRODUCER: Peter Scott
FOOD STYLIST: Randy Mon
RETOUCHER: Sam Nordemann
PREPRESS HOUSE: DMAX
PRODUCTION COMPANY
COMPANY NAME: Invisible Ink
PRODUCTION COMPANY CITY: San Francisco
ANIMATION DIRECTOR: Mike Kellogg
ANIMATOR: Chris Gardner
EXECUTIVE PRODUCER: Mia Kellogg
PRODUCTION ASSISTANT: Sam Raney
LARGE BUILDS FOR EVENTS
COMPANY NAME: Prop N Spoon
CEO: Harlan Silverstein
SMALL BUILDS FOR EVENTS
COMPANY NAME: Kerry Coutu
CITY: Brooklyn, NY
MODEL MAKER: Kerry Coutu
MEDIA AGENCY
COMPANY NAME: Starcom
AGENCY NETWORK: Starcom
HOLDING CO: Publicis Groupe
MAIN CONTACT: Chris Harder, EVP Director
AGENCY PR: Britta Petersen, SVP Director
CEO/TOP EXEC: Michael Epstein, Global & US CEO
MEDIA CLIENT SUPPORT
DIRECTOR: Alyssa Kelly
ASSOCIATE DIRECTOR: Maddie Franke
SUPERVISOR: Jennie Hubbard
SENIOR ASSOCIATE: Diana DeLeon
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