Kraft Lunchables OOH Case Study Problem How do you educate consumers about a new offering in a well-established product line? Solution Select a mix of OOH formats to provide multiple levels of engagement in a market. Background Lunchables was doing something big and unexpected in 2011 – adding fruit! The planning agency was challenged to find interesting ways to wow consumers with fruit in unexpected places...in a BIG way. Objective There were three main campaign goals: 1. Build awareness around the launch of Lunchables’ new meals with fruit 2. Intercept the consumer with eye-catching creative throughout her day 3. Encourage her to stop, look, and think about Lunchables in a new, unexpected way Strategy The campaign had a variety of tactics for reaching potential consumers. The most

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