With parents looking to reduce costs via homemade meal options, we need to re-establish Lunchables as a must-buy at the grocery store. We want to remind parents that in addition to being a convenient meal solution, Lunchables provides creative fuel for kids. Lunchables aims to connect with their end consumers - kids - with an experience that will provide deep brand engagement and increase their “pester power” in requesting Lunchables from their parents to ultimately drive higher sales velocity of our packs.

It is imperative to align with Lunchables’ brand purpose of powering kids forward and grow parents’ understanding that to build kids into better humans, parents must let kids be the builders first. So, we decided to reach kids where they already spend time, gaming, the #1 digital activity for 6- to 12- year-olds.

Lunchables Playables is the first brand loyalty program on Roblox. Playables rewards kids for playing the games they already enjoy in a pioneering program that reinforces the brand as a creativity driver.

Kids earn in-game currency, Lunch Points, that allow them to redeem desired in-game items without having to ask parents for Robux. Lunch Points are collected both online and offline, including through QR code scans on Lunchables packs. Every pack purchased allows them to scan for more rewards in-game, resulting in increased pester power.

Kids choose their own adventure with Lunch Points, which unlock highly-coveted, limited-edition avatar clothes and Lunchables Pets. The pets are unique in that we pioneered first-to-market interoperable items that kids can use in multiple partner games across Roblox, while giving them special in-game boosts to make gameplay easier. Lunchables Playables allows kids to choose their gaming path powered by Lunchables, showcasing the brand’s creative fuel.

Gaming is the #1 digital activity for kids, with Roblox consistently a top gaming platform and its native currency Robux as one of the top requested kid holiday gifts.

Gaming is one of the main ways kids socialize today and they express themselves via their gaming avatars. That means peer pressure is high to keep up with cool avatar clothes, accessories, or other in-game items. That usually requires asking parents for money, adding stress on top of recession fears. Creating a cost-free loyalty program will not only empower kids but also alleviate parental financial pressures and engage both in recessionary periods.

Lunchables consumers are typically in multiple-kid or lower-income households, making parents more price sensitive. As parents are tightening their wallets, driving sales requires boosting kids’ pester power, resulting in the need for a two-pronged audience approach.

Lunchables Playables is a groundbreaking cross-platform gaming program that engages consumers with highly coordinated digital and real-world engagement.

Kids earn Lunch Points by engaging with the Roblox experience as well as other campaign touchpoints including playing popular games on Roblox, playing AR games on the brand’s new gaming hub Lunchables.gg, and watching or playing along with live streams on Twitch. Lunchables also created a new media channel for the brand by using a QR code on select packs to drive engagement and loyalty directly via product.

The brand also utilizes the new immersive ads on Roblox to gain attention among teens who influence younger kids regarding what’s trending in gaming.

Playables launched last September and, due to the success of the program, was extended several weeks through the month of April.

Lunchables Playables succeeded in engaging kids and driving pester power with parents to increase purchases. Kid request boomed and Lunchables reclaimed its spot on grocery lists with QR code scan rates 20% higher than the CPG industry benchmark. QR code packs are selling at a 22% higher rate than non-QR code packs as kids want to keep playing.

Kids earned over 9.3B Lunch Points. They’ve redeemed 134,000+ Lunchables UGC items and 10,000 Lunchables Pets that act as virtual brand ambassadors outside of the Playables hub. Players proudly wore their UGC items for 22+ million hours, which translates to 2,511 years. Lunchables live streams held viewers’ attention as they also encouraged the audience to play directly with the streamers. Viewers watched 4,900+ hours or 6 months of live stream content.

Playables earned a coveted spot as one of the top 20 most-liked brand experiences on Roblox with a 91% approval rating.