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Kraft Heinz’s Lunchables encouraged kids to play with their food last year with a store takeover at FAO Schwarz in New York. This back-to-school season the brand is expanding on that theme with a “Lunchabuild This” campaign developed by Goodby Silverstein & Partners.
Consumers can download 25 blueprints from the brand’s website for crafting creations such as a rocket, fire hydrant or scooter and buy all the components necessary via an online retailer. The instructions and materials were previously packaged together in limited-edition Lunchabuilds sets sold online for $100.
Consumers
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