The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 6th Annual Shorty Awards

Rock the Lunchbox

Entered in Facebook Campaign


Parents are faced with the daily daunting task of making lunches that are healthier and their kids will enjoy. Honest Tea and 3 other mission-driven companies: Annie’s Homegrown, Stonyfield, and Organic Valley teamed up in a campaign for back to school to make lunch fun again, called: Rock the Lunchbox. We researched thousands of families across the country and asked both parents and kids alike to grade their lunchboxes. 54% of Kids gave their lunch A graded "C" or lower and 70% of parents said they struggle most to find a variety of items to pack. So we launched a collaborative campaign where parents can find inspiration for what to pack for school lunches, featuring our own ideas and leveraging the sharing functionality of social media for users to also contribute theirs. The campaign launched with a custom Facebook App that included a video clip from a real mom employee at each brand sharing their personal lunchbox tips, and how to join in the campaign. Throughout the month of August each brand on Facebook shared a series of taste bud-tantalizing lunchbox photos with corresponding shareable tips. After learning on Facebook, the user was invited to click through to the microsite to download digital (printable) coupons from the 4 brands, and share a lunchbox idea with a friend. The more lunchbox tips and creations the user shared, the more coupons they were rewarded. Facebook App: Honest Tea: Annies Homegrown: results are outstanding. 8.9 Million people saw or interacted with the Rock The Lunchbox campaign on Facebook, sharing a lunchbox tip on their page, or joining the discussion on one of the partner's pages. 68,000 coupons were downloaded and shared via social media from -Our campaign caught the eyes of USA Today, Boston Globe,, and Huffington Post, all sharing the campaign and how to get involved, securing 27 Million Media Impressions. -1.02 Million earned media impressions from bloggers. -#rockthelunchbox was the 3rd most popular national trending hashtag on Twitter overnight, securing an additional 13.3 Million earned media impressions. While these results are impressive, most importantly parents were inspired with healthier, fresh ideas they could offer their kids for the back to school season. As school-provided lunches continue to lack substantial nutritional value, parents everywhere continue to use rock the lunchbox as a resource for ideas to keep their child's lunch a success. Leveraging the sharing functionality offered through social media, families can easily and visually share their favorite lunchbox ideas and tips, and in doing so help promote healthier, happier diets for kids across the country.

Entrant Company / Organization Name



Entry Credits