Lunchables: IMC + Product Launch

Background: As part of the larger Project Potential campaign, “Keep the Smiles Coming” was a Lunchables “Now with Fruit” launch
Insight: Kids love playing with their food—so let them play with their fruit
Idea: Feature kids playing with their fruit while making fruit smiles
Activation: Anchored by OOH executions in New York, Los Angeles and Chicago, this was the biggest advertising and cause-related marketing campaign in its brand history, featuring: a  robust social media campaign encouraging people to upload ‘Fruit Smile’ photos to drive fruit donations; a Times Square takeover with 7 digital video billboards; 5 interactive digital storefronts with facial-recognition technology (enabling people to update and share ‘Fruit Smile’ photos); and a mobile tour with interactive fruit-themed games, and a photo booth. Note: This was also a collaboration with Feeding America to get more fresh fruit to kitchens, food pantries and shelters.