Lunchables

Ahead of the back-to-school season, Lunchables set out to strengthen the connection between parents and kids while driving online engagement and in-store sales. With a bold concept developed by Midnight Circus, Jack Morton was tasked with bringing the vision to life—managing construction, transportation, installation, and on-site support for a fully mobile activation. The result was the “largest Lunchables in the world,” a massive 31′ x 32′ structure inspired by the iconic Lunchables container and designed to capture attention while putting the product directly into the hands of families. 

Each oversized compartment was transformed into an immersive escape room, where parents and kids solved puzzles together before entering the final “Creativity Chamber.” There, children built custom Lunchables creations that were digitally scanned to unlock online games and interactive content—seamlessly blending physical and digital play. The activation toured four U.S. cities with an ambitious three-day setup, four-day run, and two-day teardown at each stop. By combining scale, storytelling, and integrated technology, the experience redefined traditional experiential marketing and delivered a high-impact, family-focused brand moment. 

THE IMPACT 

The experience had a maximum daily activation capacity of 600 per day which was met throughout all locations, totaling 2,400 per event. These goals were successfully met. In a recent meeting with our client, Midnight Circus, their feedback was resoundingly positive. The client expressed extreme satisfaction with the program, underlining their delight.  

Furthermore, the project garnered substantial online attention:  

• ATLANTA: Secured 2 online placements, resulting in over 10 million impressions. Notably, this included new placements on prominent event websites like Happening Next and All Events.  
• ROANOKE: Achieved 13 online placements, generating a remarkable 66 million+ impressions since our last update. This also encompassed new local online coverage from WDBJ-TV (Roanoke, VA) and WSLS-TV (Roanoke, VA).  
• CHICAGO: The Chicago event gained prominence in event listings on Chicago Reader, Happening Next, and Do312, amassing 1 million earned impressions to date.  
• LITTLE ROCK: Achieved 12 placements, generating over 22 million impressions to-date. Coverage includes broadcast segments from KARK-TV, KLRT-TV and KTHV-TV, along with online placements from AY Magazine (syndicated to Flipboard), Newsbreak, Stay Happening, All Events and Happening Next.  

“We (literally) couldn’t have built this incredible project without you and your amazing team. I know it was a challenge, and you guys rose to it! Thank you for being such a great partner and helping bring this vision to life.” 

Natalie Racz, Creative Director