• by Danielle Oster , November 1, 2023

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To promote the expansion of Kraft-Heinz’s Lunchables brand with a new snack line, the brand sought inspiration from a singular source: a child’s imagination.

That’s the impetus behind work promoting Kraft-Heinz brand Lunchables’ latest release, “Powered by Kid Imagination” (or “Powered By K.I.”) which puts artificial intelligence in its place.

Feedback from the brand’s target audience/imagination experts informed the resulting campaign, bringing kids  imaginative ideas to life -- from pretzel swords in peanut butter stones to mozzarella submarines navigating choppy waters.

“Powered by K.I.” created in collaboration with San Francisco-based Omnicom agency Goodby, Silverstein & Partners (GS&P), will run across TV, contextual OOH, and streaming and social platforms for parents. (It also may also establish an easily adaptable format for Dunkable’s advertising going forward that can be used for line expansions, as it’s unlikely the kids tapped in focus groups are going to run out of ideas any time soon.)

"Kids have this amazing power to imagine what no one else can,” GS&P Creative Director Kurt Mills explained in a statement. “So we challenged ourselves to use only real kid imagination to drive every element of our campaign -- and prove that K.I. beats A.I. every time.”

The campaign promotes Dunkables, Lunchable’ snack lineup, which debuts with two offerings: Mozza Sticks with Marinara & Breadcrumbs and Pretzel Twists with PB Spread & Choco Chip. The new product line resulted from the brand insight that nearly half of Lunchables products were consumed as a snack, as well as an awareness of social conversations about dipping snack occasions, as documented in Brandwatch search data. The launch follows the introduction of snack-centered product Grilled Cheesies this past summer.

“Tapping into kids’ emerging love for dunking their foods, this felt like a ripe opportunity to take our brand to the next level with the launch of Dunkables,” Lunchables Associate Director of Innovation Danni Levin said in a statement, adding the product line was developed to provide “kids the power to dip, build and create their ultimate after-school-snack.”