MLNS LUNCH BUDDIES

LUNCHBOX SOLUTIONS KIDS LOVE AND PARENTS TRUST

DEFINE THE PROBLEM

Back-to-school means back to routine – and parents know the struggle of finding healthy lunch items that kids will actually eat. It’s a common challenge across categories: balancing health, taste, and convenience. Our task was to make meal prep easier – and more rewarding – for Canadian families.

THE IMPACT

By pairing two lunch staples – Maple Leaf Natural Selections (MLNS) and Dare Bear Paws Cookies – we gave parents kid-approved options that delivered on taste and nutrition, while reinforcing trust in both brands.

Bear Paws saw double-digit sales growth, gained market share, and grew at twice the rate of its leading competitor during the campaign period.

MLNS consumption hit an all-time high during the back-to-school corridor, also posting double-digit growth.
In-store offers and display tactics successfully motivated shoppers to trade up, reinforcing preference for quality and value.

DESIGN THE SOLUTION

We built a joint platform around the insight that parents want healthy, stress-free solutions while kids crave flavour and fun. The strategy positioned MLNS and Bear Paws together as a Made Better lunch solution – trusted by parents, loved by kids.

DEPLOY THE PLAN

Awareness & Engagement: Core in-store POS, an engaging sweepstakes microsite, organic social, and above-the-line media generated excitement and drove trial.

Shopper Offers:

Sweepstakes tied to the Made Better lunch message reinforced product health benefits.
A coupon offer incentivized purchase directly at POP.

Sales Team Enablement: Equipped both companies’ field teams with a strong sell-in story, enabling them to secure adjacencies, secondary displays, and stronger buyer relationships.

WHY IT WORKED

By uniting two household favourites under one clear back-to-school solution, we solved a real consumer pain point: lunches that balance nutrition with kid appeal. Parents felt confident, kids were happy, and both brands strengthened their market position through growth, visibility, and trust.

ELEMENTS

Brand Partnerships

In-store POS

Microsite

Contest

Organic Social

Paid Social

E-Blast

Shopper Media

Coupons

MLNS LUNCH BUDDIES

LUNCHBOX SOLUTIONS KIDS LOVE AND PARENTS TRUST

DEFINE THE PROBLEM

THE IMPACT

DESIGN THE SOLUTION

We built a joint platform around the insight that parents want healthy, stress-free solutions while kids crave flavour and fun. The strategy positioned MLNS and Bear Paws together as a Made Better lunch solution – trusted by parents, loved by kids.

DEPLOY THE PLAN

Awareness & Engagement: Core in-store POS, an engaging sweepstakes microsite, organic social, and above-the-line media generated excitement and drove trial.

Shopper Offers:

Sweepstakes tied to the Made Better lunch message reinforced product health benefits.

A coupon offer incentivized purchase directly at POP.

Sales Team Enablement: Equipped both companies’ field teams with a strong sell-in story, enabling them to secure adjacencies, secondary displays, and stronger buyer relationships.

WHY IT WORKED

By uniting two household favourites under one clear back-to-school solution, we solved a real consumer pain point: lunches that balance nutrition with kid appeal. Parents felt confident, kids were happy, and both brands strengthened their market position through growth, visibility, and trust.

ELEMENTS

Brand Partnerships

In-store POS

Microsite

Contest

Organic Social

Paid Social

E-Blast

Shopper Media

Coupons

MORE WORK

LIKE WHAT YOU SEE?

SEE YOURSELF HERE?

START A PROJECT.

JOIN US.

MLNS LUNCH BUDDIES

LUNCHBOX SOLUTIONS KIDS LOVE AND PARENTS TRUST​

DEFINE THE PROBLEM

THE IMPACT

DESIGN THE SOLUTION

We built a joint platform around the insight that parents want healthy, stress-free solutions while kids crave flavour and fun. The strategy positioned MLNS and Bear Paws together as a Made Better lunch solution – trusted by parents, loved by kids.​

DEPLOY THE PLAN

Awareness & Engagement: Core in-store POS, an engaging sweepstakes microsite, organic social, and above-the-line media generated excitement and drove trial.​ Shopper Offers:​

Sweepstakes tied to the Made Better lunch message reinforced product health benefits.

A coupon offer incentivized purchase directly at POP.​

Sales Team Enablement: Equipped both companies’ field teams with a strong sell-in story, enabling them to secure adjacencies, secondary displays, and stronger buyer relationships.​

WHY IT WORKED

By uniting two household favourites under one clear back-to-school solution, we solved a real consumer pain point: lunches that balance nutrition with kid appeal. Parents felt confident, kids were happy, and both brands strengthened their market position through growth, visibility, and trust.

ELEMENTS

Brand Partnerships

In-store POS

Microsite

Contest

Organic Social

Paid Social

E-Blast

Shopper Media

Coupons

MORE WORK

LIKE WHAT YOU SEE?

SEE YOURSELF HERE?

START A PROJECT.

JOIN US.

LUNCHBOX SOLUTIONS KIDS LOVE AND PARENTS TRUST

We built a joint platform around the insight that parents want healthy, stress-free solutions while kids crave flavour and fun. The strategy positioned MLNS and Bear Paws together as a Made Better lunch solution – trusted by parents, loved by kids.

Awareness & Engagement: Core in-store POS, an engaging sweepstakes microsite, organic social, and above-the-line media generated excitement and drove trial.

Shopper Offers:

A coupon offer incentivized purchase directly at POP.

Sales Team Enablement: Equipped both companies’ field teams with a strong sell-in story, enabling them to secure adjacencies, secondary displays, and stronger buyer relationships.