Lunchables

For the first time in 30 years, we shifted how people think about Lunchables — repositioning it not just as a snack, but as a creative play experience. The insight was simple: kids don't just eat Lunchables, they build with them. Partnering with the GS&P design team, we produced 25+ custom QR codes and a suite of illustrated "YouPrint" blueprints — one for every possible build — giving kids a visual, step-by-step guide accessible right from the package. From there, we produced the background illustrations and photography for each new build, then rolled the campaign out across OOH in 10 key markets. In Year 2, the campaign delivered a 38% sales increase, a Gold Cannes Lion, a Gold Effie, and a spot on Fast Company's Most Creative Marketing Campaigns of 2023. Partnered with food stylist Randy Mon, photographers Quinn Gravier and Emilio Diaz, SN Retouching - Sam Nordemann and DMAX.