NEW YORK: Oscar Mayer's Lunchables launched its biggest campaign Tuesday, a $20 million operation, which includes PR, advertising, and digital initiatives. The campaign is intended to promote its new product line of sandwiches with Dole Fruit Bowls on the side, and to donate 1 million pounds of fresh fruit to Feeding America, a charity that addresses hunger.
“Fruit is the number-one product moms have been asking [us] for,” said Mindee Elam, brand manager for Lunchables, which is owned by Kraft Foods.
Weber Shandwick's Chicago office is handling PR. Although the firm declined to say how much of the multimillion budget is allotted to Weber for the Lunchables campaign, Weber's EVP, Kris Garvey, described it as a “major account” for the firm.
Tuesday's first event was in Times Square, and included an appearance by actor Chris O'Donnell, promotional material on five of the seven big screens in the area, and picture-taking of children and adults who can “fruiticize” their images by adding standing features—either an orange smile, or pineapple glasses or Mohawk—to their portraits.
Elam said that the company has committed to donating fruit each time a visitor “likes” its Facebook page or sends “fruiticized” images to friends and family through the social network. She added that the campaign will continue until Lunchables reaches its goal of giving 1 million pounds of fruit to Feeding America.
Elam said the division began running TV commercials in April, and that it will run ads in magazines popular with women. In Sunday's Los Angeles Times and Chicago Tribune, a sleeve, called a takeover, wrapped the papers in a four-page ad for Lunchables. Ads will also be on bus shelters and billboards.
The nationwide push will focus on three cities, New York, Chicago, and Los Angeles.