Dive Brief:

• Welch’s Fruit Snacks today (April 22) launched a Lunchbox Notes Translator that uses artificial intelligence (AI) to turn candid parental comments into heartfelt messages for kids, per details shared with Marketing Dive.
• Created in partnership with Makers with AI, the translator uses proprietary AI to make messages sweeter and more enthusiastic. For example, “Have a great soccer game” could become “Kick it like a champ and have an awesome game.”
• The tool, available via microsite, is timed to the release of limited-edition packaging with wrappers designed to be written on and comes as marketers look for novel uses of AI for consumers.

Dive Insight:

Welch’s Fruit Snacks is the latest marketer to utilize AI to tap into continued interest in the technology and bring more value to its customer experience. The Lunchbox Notes Translator looks to help parents, many of whom are exhausted by the school year and a contentious socioeconomic moment.

“We all know that slipping a sweet note into our kids’ lunchbox is an easy way to brighten their day and stay connected, but let’s be real—by the time the school year lingers on, we sometimes forget or just can’t come up with the ‘right’ thing to say,” said Jason Levine, CMO of Welch’s Fruit Snacks, in a statement. 

The Lunchbox Notes Translator uses proprietary AI to turn candid thoughts into sweet messages and help parents forge stronger connections with their children. For example, the frank message “You make me tired” could generate the message “I love how independent you can be” in an effort to encourage children to play on their own.

The translator tool comes as Welch’s Fruit Snacks releases packaging with labels that are designed to be written on with parents’ notes. Limited-edition boxes — which also include a QR code that links to the translator — are available now, while supplies last, at retailers nationwide including Walmart, Target, Kroger, Publix and more. To boost the effort, Welch’s will team with creators known for content about their real-life experiences of parenting school-aged children, amplifying the tool through paid media and email channels.

Other marketers have looked for ways to use AI in consumer-facing applications. Coca-Cola has helped lead the way on generative AI with its “Create Real Magic” platform, while brands including Pizza Hut and Fiverr have included AI-powered elements in their digital experiences.

Welch’s Fruit Snacks last May launched its largest-ever ad campaign, “Wholly Fruit,” that included the brand’s first TV commercial. Celebrity chef Gordon Ramsay served as the snack’s first “CFO” — or chief fruit officer — in the creative.