Saving Moms Everywhere.
“The Funding for the Lunchbox Winners program has come from our National Brand Marketing funds. I have to sell my internal team on the on the merits of Lunchbox Winners and with the sales results we have seen…it’s easy!”
- Robin Kardy, Zone Sales Leader, Quaker
If you’re a mom then you know how crazy, stressful, mind-blowing it is to come up with creative, healthy, yummy lunches that your kids will eat. Combine that with all the news out there about the increase in childhood obesity, making sure kids eat right and get active, and even our First Lady’s program Let’s Move, and you’ve got millions of stressed out moms! As moms, dads and just passionate people about food and healthy eating, Augustine Ideas knew we could contribute in a big way. Who better to partner with in this healthy eating movement for kids than Safeway who was also committed to providing parents with tools and ideas to encourage children to eat fruits and vegetables(insert em dash) especially when away from home or at school. We designed Lunch Box Winners (insert em dash) a shopper marketing campaign that would meet Safeway’s needs and more.
Lunchbox Winners is the proud recipient of the 2011 Produce Business Marketing Excellence Award!
We created a menu that was fun, healthy, engaging and offered easy meal solutions for mom. Additionally, we designed a national, school year-long program, leveraging Olympic athletes as spokespeople. We also secured CPG support to fund the program and integrated multiple touch points (POS, public relations, social media, takeaway booklets) while increasing support for More Matters and Michelle Obama’s Lets Move campaign. The results? Gold medals all around! Lunchbox Winners drove millions of dollars in incremental sales, 30% lift on average per participant, and an average of 60% new customers to the category.
