Lunchables Aims to Reach Overwhelmed Parents with Easy Lunch Options

Kraft Heinz brand Lunchables has a pitch for busy parents trying to figure out what is for lunch – ”Leave It To Lunchables.”

Kraft Heinz brand Lunchables has a pitch for busy parents trying to figure out what is for lunch – ”Leave It To Lunchables.”

The brand has launched a campaign and loyalty program designed to support parents at a time when many are still juggling homeschooling and remote work. Lunchables wants to take the stress out of the constant question: what are the kids going to eat?

“The past ten months have redefined normal life for all Americans, but especially for parents,” said Molle Klein, associate brand manager at Lunchables. “Instead of dashing from school to soccer practice, they’re working from home, helping kids attend virtual learning, and looking after their family’s wellbeing in the process. To say they’re feeling stressed is an understatement. During this time, parents have so much on their plate – including figuring out their kids’ lunch for the week. We want to help moms, dads, and all Lunchables-lovers be rewarded for buying their favorite lunch go-to.”

The Leave It To Lunchables Rewards program will give rewards and access to prizes for registered members that buy Lunchables. Consumers can between now and March 31 to sign up. Participants will automatically be enrolled in a sweepstakes to win $10,000 in free groceries.

“The new Leave it to Lunchables Rewards Program is our way of showing parents that we have their back by making it easy to get useful rewards – such as coffee runs, school supplies and movie rentals – just from buying Lunchables,” Klein said.

Kraft Heinz’s attention to the Lunchables brand comes after the product saw a drop in sales during Q2 2020. While the parent company did well overall with net sales up 8.5% to $4.9 billion during the quarter, the company reported lower shipments of Lunchables. The CPG and grocery category has performed very well during the pandemic, but the easy-to-pack lunch item may have been perceived as a product to grab-and-go rather than something to eat at home.

The latest positioning aims to promote the product as an easy way to serve up lunch in between Zoom meetings and home school sessions. “While some families have returned to in-person learning, many schools and students are opting for virtual learning,” Klein explained. “This means moms are still tasked with determining their kids’ lunches for the week, even if it’s not in the ‘brown bag’ sense. This is an item on their to-do list that Lunchables wants to–and can–help take off their plate. Lunchables has always been a kid favorite and with this rewards program and grand prize offering, we’re stepping up to help busy moms get through the day.”

Lunchables has tapped actress and mother of three Melissa Joan Hart to help  promote the sweepstakes with a sponsored Instagram post.

The effort is also being promoted across earned, digital, social media, as well as through in-store promotion. The company will use this platform to continue outreach to consumers this year.

“As we look ahead to the rest of 2021 and beyond, we’ll continue listening to our fans and examining the main challenges for parents so we’re meeting them where they are,” Klein said.

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