Oscar Mayer
LUNCHABLES®

A LUNCHTIME REVOLUTION.
Changing consumer beliefs and behaviors was the centerpiece of this Source/Inc. engagement, ultimately starting a revolution in product packaging and establishing a category convention that would launch a thousand imitators.

The challenge lay in persuading habit-entrenched consumers to reconsider snack foods such as crackers and cheeses as meal-appropriate ingredients. Our solution proved twofold. First, we advocated key creative changes, endorsing the "Lunchables" name over more literal client options as well as new designs to better utilize the Oscar Mayer brand's deep visual equities in yellow. Next we examined the structural opportunities for differentiation, analyzing product shipping, stocking, and usage considerations to arrive at the now-ubiquitous 'kit' format. Rolled out in a range of sizes and varieties, Lunchables redefined lunchtime fun for a whole new generation.
(LUNCHABLES IS A TRADEMARK OF KRAFT FOODS HOLDINGS)