OMIE selected for TikTok Shop back-to-school campaign

TikTok Shop will provide dedicated resources and platform support during the campaign, with the aim of increasing brand discovery, engagement and sales

Children’s brand OMIE has been selected by TikTok Shop for a seven-day Spotlight campaign running from Aug. 20 to 26, 2026, as retailers and families enter the peak back-to-school shopping period.

The Spotlight programme highlights brands during key shopping periods and selects participants based on factors including their performance on TikTok Shop, strategic importance to the platform and campaign investment. The campaign will feature creator content, shoppable videos and offers promoting OMIE’s bento boxes and accessories.

TikTok Shop increases OMIE campaign support

TikTok Shop will provide dedicated resources and platform support during the campaign, with the aim of increasing brand discovery, engagement and sales.

Lucia Chai, Head of Household and Kitchen, TikTok Shop: "Back to school shopping is all about combining convenience with excitement, and that is exactly what TikTok Shop and OMIE are delivering through this Spotlight brand campaign. OMIE represents the thoughtful, innovative, category-leading brand this program was designed to elevate. Through shoppable videos, exclusive offers, and dynamic creator content, we are providing a seamless shopping experience that turns lunch prep from a chore into an inspiring and creative moment for parents."

The campaign follows the July 27 launch of OmieBox® Lite, a bento box designed for cold lunches. The product was initially made available through TikTok Shop and OMIE’s website and includes a slim built-in ice pack, Smart Strap for utensils and snacks, and a hidden Treasure Pocket™ for notes, stickers or small surprises.

OMIE expands creator marketing on TikTok

Yen, OMIE: "OmieBox® Lite was made for the everyday act of packing lunch. Even when you can't be there, a thoughtful lunch and a little surprise hidden inside can remind your child that you're thinking about them. We can't wait to see how TikTok creators bring that idea to life."

OMIE has developed an active TikTok community around lunch-packing ideas, product demonstrations and reviews. During the Spotlight campaign, the company plans to increase investment in creator partnerships and TikTok Shop advertising to amplify shoppable content.

Back-to-school campaign targets family shoppers

The campaign will showcase OMIE products through creator-led content and limited-time offers aimed at families preparing for the school year. Shoppers can follow OMIE on TikTok and access its TikTok Shop for featured products and campaign promotions.

www.omielife.com

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