• April 20, 2011

Kraft's Oscar Mayer brand's healthier Lunchables line is launching a $20-million blitz campaign timed for school field-trip season, reports Crain's Chicago Business.

The McGarryBowen campaign spans TV, print ads (including six pages of spreads in People's upcoming royal wedding issue), digital storefronts in Chicago, L.A. and New York. On one day in May, brand will be featured on all NY Times Square video billboards through precedent-setting coordinated buy.

The campaign investment is nearly as large as Lunchables' entire traditional media buy last year ($25.3) million. Move reflects line's momentum: up 11.6% in dollar sales for year ending March 20, and now commanding nearly 70% of refrigerated meat, cheese, cracker and dessert category, per SymphonyIRI.