Tuesday, August 10, 2010

Lunchable’s “Lunch Your Tummy Right” Program

Agency: Pierce
Client: Lunchables


Market research showed that both kids and moms held reservations about Lunchables. Kids 6-12 thought that while Lunchables looked fun, they weren’t sure that the food in them was something they’d like to eat. Moms were concerned that Lunchables was better for a special treat than an everyday lunch option. The challenge was to change these perceptions through sampling and incredible experiences.

The “Lunch Your Tummy Right Tour” was designed to give kids the opportunity to try and succeed at incredible adventures fueled by the energy that Lunchables provides. 

The program included two mobile tours that visited 89 events across 28 fairs and festivals and nine retail events. At the tour, kids were granted membership to the Anti Grumble Association – a community dedicated to fighting empty rumbling tummies with Lunchables meals. 

To join the AGA, kids had to complete a series of activities such as performing on the Lunchables Stage, scaling the ultimate climbing wall at Grumble Mountain and playing a pizza toss game.

In addition, a catering vehicle wrapped with Lunch Your Tummy Right graphics served up Lunchables samples. The Lunchables Cool Bus became the visual icon and backdrop for the tour. Special appearances were made by Olympic gymnast Shawn Johnson at Camp Woodward, BMXer Dennis Enarson and sports videographer John Considine. 

The program generated 255,253 consumer engagements, more than 1.9 million on-site impressions, 2.5 million mobile impressions and 24 million media impressions. More than 247,000 samples were distributed. A post-event analysis indicated a 120% ROI for the overall program.