Dive Brief:

• Lunchables, a Kraft Heinz brand, is embracing its “cool” factor with a new campaign developed with Mischief that released on Aug. 29, per information shared with Marketing Dive.
• “The Lunchables Effect,” which is timed to the back-to-school shopping season, is designed to appeal to both kids and parents. The brand, which is over 40 years old, is viewed as nostalgic by millennials, according to press materials.
• The campaign is the brand’s first big marketing push in several years and will span TV, online video, social and digital channels. It signals a messaging shift by Lunchables after moving away from its “Built To Be Eaten” brand platform in 2020.

Dive Insight:

Once the undisputed king of pre-packed lunch products marketed to children, Lunchables has seen its dominance weaken amid increased competition. As competitors crowd grocery store shelves, Lunchables is hoping to reignite interest in the brand for kids and parents alike with what it’s saying is its first far-reaching marketing push in several years. 

In its Q2 2025 earnings release this week, the company pointed to declining volume for Lunchables and said it expects sluggish sales across several brands to continue throughout the year. On an earnings call, executives said the company plans to ramp up marketing spend in the second half, including by up to 75% for brands like Lunchables and Capri Sun, according to Adweek.

“The Lunchables Effect” was inspired by social media conversations surrounding the product. There are over 170 Reddit threads talking about how “cool” Lunchables are, according to press materials. Many are made by older consumers reminiscing about the role the product played during their school years. Nostalgia is a go-to marketing strategy for consumer brands looking to reach a wide audience with feel-good messaging at a time of divisiveness and economic uncertainty.  

Video spots focus on the impact Lunchables can have for kids during difficult moments. In “Shoulders,” a kid is hoisted into the air by classmates after biting into a Lunchables. In “Fractions,” the product serves as a valuable bargaining chip during a trade. 

“By tapping into the way kids truly enjoy the beloved lunchtime staple, we were able to creatively show the ‘cool effect’ and reinforce the brand as a classic, bold and beloved everyday choice around back to school season,” said Alyssa Cicero, senior brand manager, Lunchables, in a statement.

Lunchables has faced competition from Lunchly, an alternative from influencers Logan Paul, Mr. Beast and KSI. Lunchly claims to be the healthier alternative to Lunchables, boasting higher electrolyte counts, fewer calories and less sugar. However, Lunchly isn’t without its controversy. The product was plagued by mold accusations.

Lunchables has had its own share of controversy over the years. In 2024 Kraft Heinz pulled Lunchables from U.S. schools after a nutritional controversy. Since 2018, the brand’s market share has slipped to approximately 60%, a 25-point drop. Its new campaign arrives ahead of Kraft Heinz’s expected spin-off of its grocery brands, including Lunchables, following a difficult few years for sales as consumer tastes change.