Created by integrated agency Billington Cartmell, the campaign is designed to appeal to school-age kids and mums, and offers more than 50,000 prizes through an instant-win mechanic comprising three categories of prizes -- personified by Homer, Bart or Lisa.
Consumers are being offered three possible gifts ranging from Simpsons rucksacks and stationery gift sets to Scalextric sets and radio-controlled Barts.
Sandra Wasson, senior brand manager for Lunchables at Kraft Foods, said: "The Simpsons licence was selected for use during the key back-to-school period due to its strong synergy with the Lunchables' brand positioning and its dual appeal to both mums and kids. Offering winning consumers the chance to select the prize of their choice demonstrates how Lunchables continues to challenge the traditional boundaries of consumer promotions."
The launch of the latest promotion targeting kids follows Kraft Foods healthier-eating initiative announced in July. Kraft promised to eliminate marketing in schools, develop guidelines for advertising to children and cap the portion size of single-serve packs.
The world's second-biggest food company announced the changes to combat rising rates of obesity and other health problems worldwide, caused by high-salt, high-fat diets and sedentary lifestyles.
Earlier this year, Kraft Foods rebranded the cracker variant of its Dairylea Lunchables range as Stack'ems, following criticism of the brand's high salt content.
Angela Wilson, senior account director at Billington Cartmell, said: "The range, which includes New Lunchables Pitta Pouches, Lunchables Chickenburgers and Stack'ems, aims to make lunchtimes fun for kids by allowing them to choose how to make their own lunch. By providing a choice of prizes, the Simpsons promotion will help to emphasise this positioning and also appeal to kids across the whole target audience of school-age children."
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