Insight
Lunchables wanted to talk about fruit. Not a natural lane for a brand best known for crackers and processed cheese. But the opportunity wasn’t in the fruit—it was in the feeling. Add a healthier option, yes. But more importantly, show up in the world with a little more heart. The real idea? Give people a reason to smile—and give those smiles somewhere to go.
Impact
We turned a product line extension into the biggest brand moment in Lunchables history. Times Square takeovers. Billboards that smiled back. Social posts that turned into fruit donations. Kids grinning in photo booths, not just for fun—but to help stock food pantries. It was loud, bright, and a little ridiculous. But it worked. And for once, putting fruit in a plastic tray actually felt like something bigger.