Case Study: Kraft boosts Lunchables sales with Dubit’s Roblox loyalty programme

Kraft boosts sales velocity 22% with Dubit

Kraft sought to drive sales for its Lunchables brand by connecting with Gen Z and Gen Alpha audiences on the gaming platform Roblox. The vendor, Dubit, was engaged to create a digital loyalty program to bridge the gap between in-game engagement and real-world product purchases.

Dubit implemented the Lunchables Playables program, the first brand loyalty program on Roblox. The solution allowed players to earn reward points across popular games and by scanning QR codes on physical Lunchables packs, which could be redeemed for exclusive digital items. This strategy successfully connected in-game activity to real-world purchases, resulting in a 22% sales uplift for packs featuring the QR code. The campaign also issued 6.6 billion reward points and saw 65 thousand user-generated content items redeemed.

Kraft