
This back-to-school season, it’s
not just pencils and sneakers on display. CPG brands are doubling down on parental pressure points, from food waste to classroom contagion.
Ziploc is zeroing in on saving money on lunches with
a simple food math campaign that details just how much lunchbox waste often goes unnoticed by parents’ budgetary radar. The S.C. Johnson-owned brand teamed up with Harris Poll and found that 75%
of parents of kids in kindergarten through 8th grade often bring home uneaten food, and more than half say that happens at least once a week.
The research also revealed that
this year, 86% are worried about food prices, and 90% say minimizing food waste is important to them. Yet a much smaller percentage -- 58% -- say they’re teaching kids about the impact of
food waste.
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JoAnna García Swisher, best known for her role on “Reba,” stars in the campaign, a three-part content series focused on cutting food waste, saving time, and
keeping the kitchen organized in the process.
Lysol is focused on keeping kids healthy, selling parents on the germ-fighting power of Lysol Disinfecting Wipes and Lysol Disinfectant Spray. The
effort, created by Hunter, leans into classroom germ fears with its “SOMO – Sick of Missing Out” campaign starring
actress Lea Michele ("Glee") reading a storybook to students. The message: keep kids healthy so they don’t miss school—or milestones.
Welch’s Fruit Snacks is launching its
biggest BTS push yet, spotlighting teachers with a Crayola-backed sweepstakes. Limited-edition packs feature QR codes that let kids nominate educators and send digital thank-you notes. The brand is
also partnering with the "Recess Therapy" series and tapping parent-focused influencers.
With categories from cleaning to snacking to kitchen hacks, these campaigns aren’t just selling
products; they’re marketing peace of mind.