Lunchables
Lunch-A-Build Tour
- Little Rock/Chicago/ Roanoke/Atlanta
- Brand Activation – Build
- Consumer
The largest Lunchables in the world
THE CHALLENGE
Elevating Lunchables’ Back-to-School Engagement
Lunchables faced a unique challenge as they aimed to strengthen the bond between parents and kids while preparing for the back-to-school season. Kraft Heinz sought to introduce an engaging way to place their product into the hands of children, driving online engagement and boosting in-store sales.
THE SOLUTION
Turning Lunchables into an Unforgettable Experience
Midnight Circus approached us with a fully conceptualized idea, encompassing both design and activation strategies. Our task was to transform this concept into reality, overseeing the construction, transportation, setup, and support during the activation period.
The entire project centered around a distinctive design – the end-result was dubbed the “largest Lunchables in the world.” Inspired by the Lunchables container, the building was scaled up to an impressive 31′ x 32′ structure. Each food compartment was ingeniously converted into an escape room, where kids and parents embarked on a journey through puzzles and challenges, culminating in the “Creativity Chamber.” In this space, children were encouraged to craft custom Lunchables creations, which were then digitally scanned, allowing them to engage in online games and activities.
This project broke away from traditional experiential marketing activations in several ways:
- It featured the world’s largest Lunchables container.
- An escape room was ingeniously constructed within compartments of a Lunchables container.
- The activation traveled to four locations across the United States, with a rapid setup in 3 days, 4 days of activation, followed by a teardown in 2 days before moving to the next location (repeated four times).
- The digital component and interactive engagement integrated into the structure added a unique dimension to the experience.
THE IMPACT
The experience had a maximum daily activation capacity of 600 per day which was met throughout all locations, totaling 2,400 per event. These goals were successfully met. In a recent meeting with our client, Midnight Circus, their feedback was resoundingly positive. The client expressed extreme satisfaction with the program, underlining their delight.
Furthermore, the project garnered substantial online attention:
ATLANTA: Secured 2 online placements, resulting in over 10 million impressions. Notably, this included new placements on prominent event websites like Happening Next and All Events.
ROANOKE: Achieved 13 online placements, generating a remarkable 66 million+ impressions since our last update. This also encompassed new local online coverage from WDBJ-TV (Roanoke, VA) and WSLS-TV (Roanoke, VA).
CHICAGO: The Chicago event gained prominence in event listings on Chicago Reader, Happening Next, and Do312, amassing 1 million earned impressions to date.
LITTLE ROCK: Achieved 12 placements, generating over 22 million impressions to-date. Coverage includes broadcast segments from KARK-TV, KLRT-TV and KTHV-TV, along with online placements from AY Magazine (syndicated to Flipboard), Newsbreak, Stay Happening, All Events and Happening Next.
“We (literally) couldn't have built this incredible project without you and your amazing team. I know it was a challenge, and you guys rose to it! Thank you for being such a great partner and helping bring this vision to life.”
