MLNS LUNCH BUDDIES
Lunchbox solutions kids love and parents trust
Back to school means back to routine, and parents know the struggle of finding healthy lunch items that their kids will actually eat. It’s a common challenge across many categories, and we addressed it by partnering 2 lunch staples to make meal prep easier—and more rewarding—for Canadian families.
By combining the trusted appeal of Maple Leaf Natural Selections (MLNS) and Dare Bear Paws Cookies, we provided parents with kid-approved lunch options that take the guesswork out of healthy eating. The result? Satisfied kids, more confident parents, and a stronger connection to our brands.
Dare enjoyed an impressive 23% increase in sales over the last 4 weeks (L4W) and a notable gain in market share,
growing 2X as fast as its leading competitor (Oreo), during this period.
MLNS consumption hit an all-time high during the Back-to-School corridor, with 10% volume growth versus YAGO. In-store offers and supporting display tactics successfully motivated consumers to trade up to MLNS, reinforcing their preference for quality and value.
First, we focused on driving awareness both in and out of store. We utilized core in-store POS materials, an engaging sweepstakes microsite, organic social media content, and above-the-line media to generate consumer excitement and encourage consideration.
Second, we worked to incentivize purchases by offering 2 compelling shopper offers. The first was a sweepstakes tied to the 'Made Better' lunch message, reinforcing the health benefits of the products. The second was a coupon designed to encourage purchase at POP.
Finally, we aimed to engage sales teams by equipping them with a strong sell-in story and the tools to support at-shelf presence and secondary displays. This boosted buyer relationships, amplified sales efforts and drove more in-store visibility for both brands.
Our cross-category and out-of-section POS delivered strong results for both brands by driving awareness in complementary retail sections. Co-branded and individual brand content—particularly video—achieved high engagement rates, reinforcing consumer interest. The campaign highlighted a high-value shopper offer that resonated with consumers seeking Canadian, ‘better-for-you’ brands. This partnership not only encouraged larger basket sizes at retail but also positioned both brands as leaders in the healthy lunch space.
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