LunchBar Chrome Foil Limited Edition brings R1 million in prizes and a new Bra Lucas theory
Limited-edition packaging puts a playful spin on the iconic chocolate bar, with South Africans standing a chance to win their share of R1 million in prizes
South Africa’s much-loved LunchBar is getting a futuristic makeover, with the launch of the LunchBar Chrome Foil Limited Edition and a nationwide campaign offering consumers a share of R1 million in prizes.
The new limited-edition packaging gives the familiar chocolate bar a striking chrome look, while the campaign brings back fan favourite Bra Lucas with another one of his entertaining theories.
This time, Lucas believes he has discovered the reason behind the new packaging: the Chrome Foil LunchBar Invisible-izer.
According to his theory, the shiny new foil has been specially designed to protect LunchBars from alien detection.
Whether there is any truth to the theory is another question. What is certain is that the Chrome Foil packaging is designed to stand out, attract attention and give consumers something to talk about.
LunchBar Chrome Foil Limited Edition brings a new twist
The launch goes beyond simply changing the appearance of the chocolate bar.
LunchBar is using the limited-edition packaging to create a campaign built around humour, curiosity and the kind of playful storytelling that has become synonymous with the brand.
The campaign invites consumers to join Bra Lucas as he explores his latest theory while discovering the new Chrome Foil edition for themselves.
The concept continues LunchBar’s Much Much More brand promise by taking an everyday product and turning it into something more entertaining and unexpected.
“LunchBar has always connected with South Africans through humour, imagination and culturally relevant storytelling,” said Ayesha Hassim, Brand Manager for Cadbury LunchBar.
“The Chrome Foil Limited Edition allows us to reimagine the familiar in a way that feels entertaining, memorable and distinctly Mzansi.”
Bra Lucas returns with another out-of-this-world theory
At the heart of the campaign is Bra Lucas, whose fascination with the unknown provides the inspiration for the Invisible-izer theory.
The idea is deliberately playful, turning the chrome packaging into part of a larger story about aliens, detection and the possibility that there may be more happening around us than meets the eye.
Consumers are encouraged to experience the Chrome Foil Edition Invisible-izer for themselves and decide whether Bra Lucas might be onto something — or whether his latest theory belongs firmly in the realm of imagination.
Either way, the campaign is designed to encourage conversation around the limited-edition product while giving consumers another reason to engage with the LunchBar brand.
How to enter the R1 million LunchBar competition
Alongside the new packaging and Bra Lucas campaign, consumers can stand a chance to win their share of R1 million in prizes.
To enter, consumers need to:
- Buy any two LunchBars.
- Dial 120405060#.
- Enter the last four digits of the barcode.
- Upload their till slip.
The competition forms part of LunchBar’s wider Chrome Foil campaign and gives consumers the opportunity to engage with the new edition while standing a chance to win.
Consumers should retain their till slip and follow the competition instructions carefully when entering.
More than just a new chocolate wrapper
For LunchBar, the Chrome Foil Limited Edition is intended to create a cultural moment around a familiar South African favourite.
The combination of distinctive packaging, Bra Lucas’ humorous storytelling and the opportunity to win prizes brings together several elements of the brand’s approach to connecting with consumers.
“LunchBar continues to celebrate the spirit of turning everyday moments into something more enjoyable and entertaining,” said Hassim.
“Whether it’s through the product experience, the storytelling, or the opportunity to win, we wanted consumers to feel part of something exciting and uniquely South African.”
The Chrome Foil Limited Edition is therefore not just about what is inside the wrapper. It is about the experience surrounding the product — from the moment consumers spot the unusual packaging to the story that asks them to consider whether Bra Lucas’ theory could actually be true.
And while the question of alien detection remains unanswered, LunchBar is encouraging South Africans to make up their own minds.
With the Chrome Foil LunchBar Invisible-izer, the brand is once again playing with the idea that there may be Much Much More to an everyday moment than first meets the eye.
