Contacts:
/Syd Lindner
/Kelly Cagney
608-285-6820 / 312-988-2214/
lunchables Lunch Combinations INTRODUCES new line WITH
a FULL SERVING OF fruit in each pack
Biggest Advertising Campaign in Brand History Features Experiential Out-of-Home, Social Media and Cause-Related Marketing to "Keep the Smiles Coming"
Madison, Wis./USA – May 11, 2011 – The brand long-known for putting smiles on kids' faces is introducing a new line that’s sure to make mom smile too. New Lunchables with Fruit provide a full serving of fruit with DOLE® Mandarin Oranges or Pineapple Tidbits in 100% fruit juice*. Available in four varieties, the wholesome new products also include bread or crackers made with whole grain. The introduction of new Lunchables with Fruit is supported by a fully integrated, multi-platform marketing campaign, the largest in the brand's 22-year history.
The advertising campaign features colorful, eye-catching pictures of happy kids with orange peel smiles and pineapple ring glasses. To “Keep the Smiles Coming”, the Lunchables team will kick-off the campaign with a national call-to-action, partnering with Feeding America®, the nation’s leading domestic hunger-relief organization[i], to donate up to one million pounds of fresh fruit[ii] to families who need it the most. According to a recent study by Feeding America®, 45% of emergency food programs (kitchens, food pantries, and shelters) surveyed say they need more fresh fruits and vegetables.
“We continue to listen to our consumers and stay committed to making Lunchables Lunch Combinations a wholesome choice for moms and more enjoyable for kids. Fruit was the number one requested item for packed lunches," said Joe Fragnito, Director of Marketing, Lunchables. "We wanted to create a fun, larger-than-life campaign to celebrate our exciting product news and give our consumers a chance to help keep the smiles coming across America.”
Fun and Fruit Four Ways
New Lunchables Lunch Combinations with Fruit are available now in the refrigerated section of grocery stores with a suggested retail price of $2.99 per pack. The four recipes each contain a full serving of fruit with DOLE® Mandarin Oranges or Pineapple Tidbits in 100% fruit juice. The new varieties, Peanut Butter + Jelly Sandwich, Turkey + Cheddar Cracker Stackers, Ham + American Cracker Stackers and Extra Cheesy Pizza, also contain bread or crackers made with whole grain.
Fruit in Unexpected Places
Anchored by interactive out-of-home executions in New York, Los Angeles and Chicago, the “Keep the Smiles Coming” campaign also includes print and TV advertising, a mobile tour, stepped-up social media activity and updated packaging. Details include:
· A Times Square takeover with the first-ever brand coordinated media buy in Times Square. On May 17, seven of the most prominent digital video billboards will feature Lunchables with Fruit
· Five interactive digital storefronts in high traffic areas with facial-recognition technology enabling consumers to update and share fruit photos
· Print ads in national weekly magazines, including a high-impact six-page insert with a textured orange page in the People Magazine Royal Wedding issue (May 2, 2011)
· A kick-off event in New York City’s Times Square on May 17, transforming the “Big Apple” into the “Big Orange” with a giant fruit photo moment with celebrity spokesperson, dad and star of NCIS: Los Angeles, Chris O’Donnell
· A mobile tour with interactive fruit-themed games and photo booth
· A new page on www.Facebook.com/Lunchables and Twitter handle, @RealLunchables
· A robust public relations effort with social and traditional media
Keep the Smiles Coming from Home
With moms and kids smiling about new Lunchables with Fruit, the Lunchables team wants to “Keep the Smiles Coming,” encouraging moms to share their family's fruit photos at www.Facebook.com/Lunchables. Every family that uploads a photo and uses the fruit photo app to add an orange smile, pineapple mohawk or pineapple glasses will trigger a 10 pound donation of fresh fruit to Feeding America®, up to one million pounds. Participating families also can choose which state will receive their donation and earn a $1 off coupon via sharing their photo for new Lunchables with Fruit, while supplies last.
For more about Lunchables Lunch Combinations, visit www.Lunchables.com.
ABOUT KRAFT FOODS
Kraft Foods (www.kraftfoods.com) is building a global snacks powerhouse and an unrivaled portfolio of brands people love. With annual revenues of approximately $48 billion, the company is the world’s second largest food company, making delicious products for billions of consumers in approximately 170 countries. The portfolio includes 11 iconic brands with revenues exceeding $1 billion – Oreo, Nabisco and LU biscuits; Milka and Cadbury chocolates; Trident gum; Jacobs and Maxwell House coffees; Philadelphia cream cheeses; Kraft cheeses, dinners and dressings; and Oscar Mayer meats. Approximately 70 brands generate annual revenues of more than $100 million. Kraft Foods (www.kraftfoodscompany.com; NYSE: KFT) is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index.
ABOUT DOLE®
Dole, with 2009 net revenues of $6.8 billion, is the world’s largest producer and marketer of high-quality fresh fruit and fresh vegetables, and is the leading producer of organic bananas. Dole markets a growing line of packaged and frozen fruit and is a produce industry leader in nutrition education and research.
ABOUT FEEDING AMERICA®
Feeding America® provides low-income individuals and families with the fuel to survive and even thrive. As the nation's leading domestic hunger-relief charity, our network members supply food to more than37 million Americans each year, including14 million children and 3 million seniors. Serving the entire United States, more than 200 member food banks support 61,000 agencies that address hunger in all of its forms. For more information on how you can fight hunger in your community and across the country, visit http://www.feedingamerica.org. Find us on Facebook at facebook.com/FeedingAmericaor follow our news on Twitter at twitter.com/FeedingAmerica. For media inquiries, please contact Molly Hart at 312-641-5400 or .
1
[i] Ohls J, Saleem-Ishmail F. The Emergency Food Assistance System – Findings From the Providers Survey, 2002.
[ii] The monetary equivalent of a pound of food will be donated. Maximum donation is one million pounds of food. $1=9 lbs. of food secured by Feeding America® on behalf of local food banks.
*1 Serving = ½ cup fruit. Each 4oz. cup of DOLE Mandarin Oranges and Pineapple Tidbits provides ½ cup fruit towards the 2 cups per day recommended in MyPyramid and US Dietary Guidelines. Please visit kraftfoods.com and MyPyramid.gov for more information. DOLE is a registered trademark of Dole Food Company, Inc.