For moms, the struggle is real: how do you pack lunches for multiple mouths with very different tastes while staying on a budget? Our brand campaign for lunchmeat leader Land O’Frost exposed the plight of “Picky Eaters”—and a partnership with Despicable Me 2 appealed to even the hardest-to-please palettes.

Specially-marked packages of Land O’Frost premium lunchmeats included an on-pack code that consumers used to enter a sweepstakes hosted on the Land O’Frost Facebook page. The grand-prize winner experienced the Minions in person with a trip for four to Hollywood—a prospect that definitely got kids’ mouths watering.