MoonPie Valentine's Day Boxes

Chocolate is synonymous with Valentine’s Day, so we knew that a cookie (how MoonPie is categorized in the grocery industry) could not rely on design alone to compete. We needed to consider the target MoonPie buyer - a full-time working parent who is short on time and budget. Could we make this person the Valentine’s Day hero of their office or their children’s classroom? The final product is a ready-made Valentine’s Day kit. The box is designed with 12 illustrated cut-out cards that pair with the 12 Strawberry MoonPies inside. Shoppers no longer have to scour aisles for chocolates and cards separately, nor do they have to visit multiple shops on their grocery run to pick up Valentine’s gifts for the office or classroom. The market tests proved to be successful.

Valentine’s boxes were tested in 6 strategic markets and sold out within days of release. MoonPie launched these boxes nationwide in 2023 across multiple grocery and discount outlets, as well as online at shop.moonpie.com.