Mars Taps Kim Rhodes to Push New M&M’s PB&J Flavor

M&M’s is turning back the clock, one lunchbox at a time.

On July 29, Mars teamed up with Fooji and actress Kim Rhodes to deliver 500 free retro-inspired lunch tins in select U.S. cities, each packed with the new M&M’s Peanut Butter & Jelly flavor.

The campaign targeted adults looking for a bite of childhood nostalgia in the middle of the workday, with a product designed to spark smiles and memories.

“Fun is what makes M&M’s such a beloved brand,” said Martin Terwilliger, VP of Marketing at Mars Wrigley NA.

“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.”

Each collectible lunch tin included two packs of the new PB&J M&M’s, one to keep and one to share.

It also includes a handwritten note from Rhodes, best known for her TV role as a mom on Disney Channel’s "The Suite Life of Zack & Cody."

“I’m so excited to be teaming up with M&M’s to serve up some fun from the past,” Rhodes said.

“There is something so delightful about the simple joy of a lunch packed with love and the ultimate throwback flavor combination of PB&J."

Overall, Rhodes' involvement helped the activation tap into childhood nostalgia through well-thought-out celebrity marketing.

A Sweet Break From Adulting

A spot posted on Instagram sees Rhodes waving hi to the viewers, directly addressing her adult audience in particular.

"I know adulting is hard. You're doing a good job," she tells us.

Rhodes then goes on to pack lunch, or in this case, the lunch tins by M&M's featuring the new flavor. 

"Your school days may be behind you, but you're never too old to enjoy a peanut butter & jelly sandwich," she says to close the spot. 

Beyond the spot and the free drop, the campaign doubled as a product marketing test for the new flavor.

The lunchbox activation ran for six hours on MMs.com/PBJ-Packed-Lunch, targeting consumers in select U.S. cities while supplies lasted.

Every tin came with the newly launched PB&J candy, now available nationwide in three sizes:

• Single (1.63 oz)
• Share (2.83 oz)
• Stand-Up Pouch (8.6 oz)

The activation also leaned into digital-first behaviors.

It prompted people to visit the microsite for a chance to claim the tin, driving traffic to its direct-to-consumer platform.

The experience felt both limited and personal, with details like a note from “mom” handwritten by Rhodes.

And by giving away two candy packs per tin, Mars gently encouraged consumers to spread the experience and the product.

Our Take: Can Nostalgia Drive Trial and Awareness at Once?

I think it can, and this one did it right.

The trick here was not just the freebie, but how well it was framed. 

Through the use of a lunchbox drop instead of a standard product sampling, Mars added story value to something as simple as candy.

Rhodes’ participation elevated the campaign beyond gimmick territory, giving it emotional weight.

For brands sitting on a new SKU, this is a solid case study on how product marketing can feel fresh again with the right context.

Recently, Raising Cane’s tapped Snoop Dogg for a campaign celebrating National Chicken Finger Day.