NEWARK, N.J. — M&M’S is betting that the taste of childhood nostalgia—and a dash of humor—can help stressed-out adults find a moment of joy in their busy days. The Mars-owned brand announced a new campaign that blends retro vibes with modern marketing: a one-day giveaway of 500 collectible “PB&J Packed Lunch Specials” featuring the newly released M&M’S Peanut Butter & Jelly candies.
Scheduled for July 29, the giveaway aims to encourage adults to “take an actual lunch break” with a throwback to a classic childhood staple: the peanut butter and jelly sandwich. With a nod to simpler times, each lunch comes packed in a retro-style M&M’S tin lunchbox, along with two packs of the new PB&J-flavored M&M’S—one to enjoy and one to share.
“Fun is what makes M&M’S such a beloved brand, and sometimes that means taking a trip down memory lane,” said Martin Terwilliger, vice president of marketing for Mars Wrigley North America. “With the M&M’S PB&J Packed Lunch Special, we’re reviving the universal charm of a classic PB&J lunch and offering adults a delicious escape from daily duties.”
To complete the nostalgic experience, the promotion is being fronted by actress Kim Rhodes, best known for her roles as TV moms. Each lunchbox will include a handwritten-style note from Rhodes, offering a playful boost of encouragement. “There is something so delightful about the simple joy of a lunch packed with love,” said Rhodes.
The limited-time offer will be available while supplies last on July 29 from 12 p.m. to 6 p.m. ET at MMS.com/PBJ-Packed-Lunch.
The new M&M’S Peanut Butter & Jelly variety is now available nationwide in multiple package sizes.
