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Lunchables Epic Tales Turn Snacks into the Ultimate Lunchtime Adventure

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Goodby Silverstein & Partners launch the back-to-school timed campaign encouraging kids to get creative with their lunch

Lunchables Epic Tales Turn Snacks into the Ultimate Lunchtime Adventure

Goodby Silverstein and Partners launches its first work on Lunchables, which positions the brand as something like a Legos for lunchtime, a toy that’s meant to be eaten.

The back-to-school timed campaign comes as we exit an unusual school year (in which parents turned to Lunchables for its convenience) and into an uncertain one. So the brand is doubling down on letting kids be creative at the table.

The new 30 second creative spot, ‘Pretzel Horse’, showcases a Trojan-like horse built from Lunchables Chicken Popper Kabobbles, which feature pretzels, chicken poppers and cheese. As the horse is wheeled in behind the walls, the guards realise it’s made of Lunchables and begin eating the pretzel horse. Whether it’s a pretzel horse out of a Kabobbles kit or another creation, if you can build it then you can eat it with Lunchables!   

Rachel Drof, director of marketing at Kraft Heinz says: “Buildability has always been a key component to Lunchables. We want kids to be able to build things their own way since it helps build their confidence and sense of empowerment. There are no directions for what they can build with their Cracker Stacks or Kabobbles, the sky's the limit!”  

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President, Kids Snacks & Beverage: Adam Butler 

General Manager: Stephen Gaonach 

Marketing Director: Rachel Drof 

Associate Director: Katie Hunstad 

SR Associate Brand Manager: Ann Symonanis 

SR Marketing Analyst: Peter Hook


Chief Creative Officer: Margaret Johnson

Associate Creative Directors: Kurt Mills and Daniel Righi

Art Director: Ryan Harper

Copywriter: Stephen Pacheco

Account Services

Managing Partner: Brian McPherson

Group Account Director: Becca Morris

Account Director: Callen Gustafson

Account Manager: Carmen Guan

Account Manager: Jordan Lofy


Partner, Head of Brand Strategy: Bonnie Wan

Partner, Head of Communication Strategy: Christine Chen

Group Brand Strategy Director: Kelly Evans-Pfeifer

Head of Brand Camp: Graham North

Brand Camp Strategic Development Manager: Ariel Berk

Brand Strategy Director: Gabriella Dishotsky

Group Communications Strategy Director: Dong Kim

Senior Communications Strategist: Jacob Sperla

Group Strategy Director of Analytics: Taylor Grant

Senior Analytics Strategist: Jack Sloman

Analytics Strategist: Sarah Thomas

Analytics Strategist: Grace Goodby


Director of Broadcast Production: Leila Gage

Executive Producer, Social & Experiential: Gemma Edward Aron

Executive Producer: Tess Kenner

Producer: Nick Goldsmith

Senior Print Producer: Noah Dasho

Business Affairs

Director of Business Affairs: Judy Ybarra

Business Affairs Manager: Yelena Kompaneyets

Production Company

Company Name: Hobby Film

Production Company City: Copenhagen, Denmark

Director: Oskar Bård

Director of Photography: Franz Lustig

Production Designer: Pablo Poza

Executive Producer: Phie Hansen

Producer: Phie Hansen

Editorial Company

Company Name: Arcade Editorial

Editing Company City: Santa Monica, CA

Editor: Laura Sanford & Sean Lagrange

Assistant Editor: Harrison Draper

Producer: Tom Barnett

Executive Producer: Crissy DeSimone

Audio and Sound Design Company

Company name: eLevel

Sound Design Company City: San Francisco, CA

Sound Designer: David Michel Ruddy

Audio Engineer: Josh Brown

Assistant Mixer: n/a

Executive Producer: Josh Brown

Producer: Josh Brown

VFX Company

Company name: UPP

Head of Production: Miroslav Gál

VFX Producer: Václav Machuta

VFX Flame Artist: Miroslav Gál

Color Producer: Václav Machuta

Color Grade: Ondrej Stibinger

Genres: Comedy, People, Storytelling, Dialogue

Categories: Food, Savoury Snacks

Goodby Silverstein & Partners, Tue, 13 Jul 2021 11:51:45 GMT