Dive Brief:
- Kraft Heinz brand Lunchables Dunkables has launched a new campaign pitting kids’ imaginations (K.I.) against artificial intelligence (AI), per details shared with Marketing Dive.
- “A.I. versus K.I.” depicts the results of when AI and children are given the same Dunkables-related artwork prompt, indicating that while children can conjure up fantastical scenarios, AI could not “imagine” beyond food, per release details.
- The campaign will span video and paid social along with being featured as pop-up exhibits outside of museums in Los Angeles and Austin. Tied to the effort, the brand also launched a contest seeking out its first-ever Dunkables Head of Imagination.
Dive Insight:
The rise of AI has certainly stoked fears of job loss in the marketing realm, but Lunchables Dunkables’ “A.I. versus K.I.” campaign indicates that, when it comes to the creative minds of kids, some things just can’t be replaced.
The campaign introduces the recently launched Dunkables product by tasking children and AI to create original artwork tied to the prompt, “Imagine our Dunkables Mozza Sticks or Pretzel Twists as something fantastical.” While the results of AI were limited to food-based creativity, kids’ creations were fantastical depictions of various narratives, characters and out-of-this world settings, like pretzel ninjas fighting peanut butter-spewing dragons, per release details.
To showcase the findings of “A.I. versus K.I.,” pop-up exhibits outside of museums in Los Angeles and Austin will feature the Dunkables-themed artwork provided by both children and AI. A possible upshot of the effort by the Kraft Heinz brand is its ability to show parents that the rise of the buzzy tech is not necessarily something they need to fear when it comes to their kids having fulfilling childhoods. Plus, it positions Dunkables as an ally for sparking kids’ natural creativity.
“At a time when artificial intelligence technology is rising in families’ lives, our commitment to fostering kid imagination and providing more than just fuel for their bodies is more important than ever,” said Alyssa Cicero, senior brand manager for Lunchables, in press details.
The campaign was developed by agency Goodby, Silverstein & Partners, with Carat on U.S. media, Zeno Group on public relations and The Kitchen on owned social media. AI continues to be a major buzzword in marketing, with other brands who have recently looked to cash in on the hype including Coca-Cola, DiGiorno and Mucinex, among a growing list of others.
Tied to its latest campaign, Lunchables also debuted its first-ever Dunkables Head of Imagination position. To find the first individual to helm the position, the brand is launching a contest tasking kids aged 5-13 to submit their own idea using the same Dunkables-focused artwork prompt, with the winner being chosen based on relevance to theme, creativity and originality.
The winner of the Dunkables Head of Imagination contest, plus up to three guests, will be treated to a four-day, three-night trip to Chicago for the chance to spend a day at the Lunchables headquarters and participate in “imagination sessions” to create social content for a future Dunkables social campaign. Additionally, the winner will have access to the Lunchables HQ kitchen where they will craft their own Dunkables variety and taste test upcoming products. The winner will also receive $1,500 for spending money and a year’s worth of Dunkables.
The latest campaign from Lunchables Dunkables represents the next iteration of its “Powered by K.I.” campaign, also from Goodby, Silverstein & Partners, launched last fall. Lunchables has often focused on the creativity of kids for its marketing. For example, the brand in September debuted its Grilled Cheesies line with a campaign that used a child’s perspective to imagine what’s happening in the microwave when Grilled Cheesies are cooking.
