Fighting for better box lunches
Let’s do it everyone!
Children with rumbling stomachs go to battle against their parents in collaboration with the supermarket chain MENY.
Lucky box lunch
By using the children’s own stories concerning the outsized role packed lunches take on at school, we focused on the need to provide new inspiration about what to put in their lunchboxes
The combination of children wanting a delicious, enviable box lunch and frazzled parents with no time to think is a challenge. Thus, when the new school year started in August, MENY’s campaign drew attention to the loads of inspiring, easy and delicious recipes always freely available from MENY.
We created the “Lucky box lunch” campaign targeting parents by showing things from the children’s point of view and having them battle for a better packed lunch. By using the children’s own stories about the outsized role packed lunches take on at school, we focused on the need to provide new inspiration about what to put in their lunchboxes. A central feature of the campaign was a content film shown on social media that guided traffic to MENY.dk, where parents could evaluate whether they could benefit from new packed lunch tips.