The award recognizes Playwire’s work on the Lunchables “Lunchabuild This” Campaign: The Multiverse of Metaverses.

October 23, 2023, Boca Raton, FL - Playwire, a globally recognized leader in advanced ad tech solutions, announces its most recent award from the Tempest Awards 2023, scoring a win in the “Best In-Game Brand Activation” category for its work on the innovative and interactive Kraft Heinz Lunchables “Lunchabuild This” campaign in Roblox. 

This award is yet another accolade for the “Lunchabuild This” campaign. Playwire previously won the "Best Use of Emerging Tech" category at the 2023 Digiday Media Awards — a testament to Playwire’s dedication to developing advanced advertising solutions for its partners.

Hosted within the Esports & Gaming Business Summit Gala, the Tempest Awards celebrate groundbreaking contributions to the gaming and esports industry.

Every year, the competition for these awards becomes fiercer, with organizations and businesses offering their latest and greatest technology solutions to move the industry forward. Playwire was able to triumph over a pool of qualified competitors. These included Gen.G + Crocs Aespa Concert in the Metaverse and the Rocket League Spring Major Live Stream in Ally Arena.

About the Campaign

The campaign was conceived and executed in the span of less than two months, and it featured innovative integrations within the Roblox landscape that offered memorable holiday-themed experiences for users — all with the Kraft Heinz Lunchables brand at center stage.

Developed in partnership with Starcom, Suit Up Games, Poptropica, and Misfits, this interactive approach to in-game brand activation resulted in tens of thousands of hours of user engagement on the Roblox platform. To put it in numbers, that’s 68,545 hours of total engagement time, 1,010,441 total unique visits (as of December 31, 2022), and 13,932,987 total impressions.

Users entered a world of in-game activities and team collaboration. To build in-game items and protect themselves from invaders and disasters, users had to work together and collect Lunchabuild items. Afterward, they could show off their creations and in-game skills by leveling up and earning better in-game gear, which included crazy outfits for avatars and even adoptable virtual pets.

“What I love most about this industry is that it allows us to paint outside the lines and create the most amazing experiences, and that is exactly what we did here with our partners at The Kraft Heinz Company and Roblox,” said Jayson Dubin, Playwire CEO, “Winning at the Tempest Awards reinforces our commitment to bringing innovative technology and top-tier creative solutions to each and every one of our partners."

About The Kraft Heinz Company

We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let’s Make Life Delicious. Consumers are at the center of everything we do. With 2022 net sales of approximately $26 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and ability to unleash the full power of Kraft Heinz across a portfolio of six consumer-driven product platforms. As global citizens, we’re dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting or following us on LinkedIn and Twitter.

About Starcom

Starcom’s approach is to design brand experiences that create value for people and inspire them to take action. As part of Publicis Groupe, Starcom unleashes the power of creativity, data, and media to deliver personalized experiences at scale. We have one of the most robust data sets in the industry and world-class marketplace connections and buying scale. To learn more about Starcom, visit

About Playwire

Playwire is dedicated to helping digital publishing enterprises accelerate their business by amplifying ad revenue and operating more efficiently. The company’s portfolio includes management of thousands of publisher properties, serving 70 billion impressions, and more than 3 billion page views each month. With ad monetization operations in more than a dozen countries, Playwire’s exclusive ad network publisher and partner relationships help brands connect and engage with their desired audiences safely and authentically. To learn more about Playwire and its recent achievements, visit

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