ABOUT

For over 30 years, Lunchables was seen as a functional snack. Our goal was to change the perception of the product by ramping up our “buildability” message, inspiring kids to build more and play more with our food.

We wanted to expand our lead, increasing sales as well as category share—something we’d failed to do in 2021. But since there isn’t much differentiation in the “build-your-own-snack-box” category, we had to get consumers to see Lunchables in a whole new light.

The key was to dial in on kids’ behavior. Studies showed that “kid request” (“I want more Lunchables!”) had a 70% correlation with parent purchase, making it key to unlocking growth.

To fuel household penetration—and grow sales—we had to increase parent favorability. That is, we needed more parents to perceive Lunchables as not just snack fuel but as creative fuel, and therefore be more inclined to start purchasing our product.