• by Erik Oster , December 14, 2023

Lunchables Dunkables is leaning into its name with a campaign refreshing basketball courts across the country.

The Kraft Heinz snack brand partnered with Project Backboard to creatively renovate a number of courts across the country and host a series of events showcasing the group’s work, with its mission to “strengthen communities by renovating public basketball courts...improving park safety, encouraging multi-generational play, and inspiring people to think more creatively... about their environment.” Lunchables also teamed up with studio Team Whistle on a creator-driven content campaign to amplify the message.

“The Lunchables Dunkables identity is rooted in inspiring and encouraging kids to hone their imagination and creativity,” Lunchables Senior Brand Manager, Brand Communications Alyssa Cicero told Marketing Daily. “Project Backboard is similarly focused on amplifying the voices and imagination of the community’s youth through the installation of elaborate and beautiful court spaces,” with the collaboration highlighting how kids employ imagination to develop as athletes and active members of their community.

The initiative kicks off with an unveiling event in Detroit, hosted by actor/musician Christian Crosby and former NFL player, actor and comedian Spice Adams, which promises to showcase Lunchables x Project Backboard’s initiatives while amplifying “the voices and imagination for the community’s youth.”

Team Whistle will also promote the initiative through a series of social content across Instagram Reels, TikTok, Facebook, Snapchat Ads and YouTube Shorts.

“We wanted to work with creators that tell stories about basketball, have engaging personalities and resonate with kids and help those tap into their imaginative and creative sides,” Team Whistle Senior Director Dustin Thaler told Marketing Daily.

The studio will also feature the Atlanta court renovation on an episode of its original docu-series “No Days Off” centered around local youth basketball star Chase Mills, featuring a court unveiling by Atlanta Hawks shooting guard/point guard Dejounte Murray,

“‘No Days Off' is all about spotlighting incredible young athletes putting in the work to reach their goals. We worked collaboratively on how the brand, product and messaging would integrate into the episode,” Cicero explained.