Smash enterprises are the market leader in back to school products including lunch boxes.

The brief was to build a portal to launch and sell the all new nude food lunchbox, a multi compartment clear plastic product with an insulated skin. The site was required to be ‘social’ in nature and connect to the thousands of mother bloggers who would discuss and share the positives of the whole concept.

The product discourage processed and packaged food in favor of a more wholesome selection providing a ‘bento box’ approach.


The site solution was built around two key audiences being mothers and their kids. Whilst the rational attributes of the product appealed to mums such as cost, nutrition and making lunch interesting enough so the box returned empty, the emotive attributes were highly appealing to kids. This involved the product skin made of a wetsuit type material that acted as an insulator. Kids could choose from over 30 cool designs and so they were part ofour audience.


The finished site was highly successful and use of social media even more. We were able to tap into more than 35,000 mother bloggers across Australia that led to tens of thousands of products being sold on line as well as via retail traditional distributors.

The site led Smash to eventually enter the international market.

To date the product has sold more than 300,000 units and continues to grow.