TikTok Shop Selects OMIE for Seven-Day Spotlight Campaign Ahead of Back-to-School
Seven-day event will bring exclusive offers, creator content and added visibility to one of TikTok Shop’s leading lunch brands
OMIE, the award-winning children’s brand behind the bestselling OmieBox®, has been selected by TikTok Shop for a seven-day Spotlight campaign taking place August 20–26, 2026, during the height of back-to-school shopping.
TikTok Shop’s Spotlight program features category-leading brands during their most important shopping moments of the year. Participating brands are selected based on factors including their performance on TikTok Shop, strategic importance to the platform and investment in the campaign.
Throughout the event, TikTok Shop will provide dedicated resources and high-impact platform support designed to increase brand discovery, engagement and sales. Shoppers can expect a wave of OMIE content from creators, special offers and shoppable videos featuring the brand’s colorful lineup of bento boxes and accessories.
“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.” — Lucia Chai, TikTok Shop Head of Household and Kitchen
The campaign follows the July 27 launch of OmieBox® Lite, OMIE’s newest bento box designed to make everyday cold lunches feel a little more special. Available initially through TikTok Shop and omielife.com, OmieBox Lite features a built-in slim ice pack, a Smart Strap for utensils and snacks, and a hidden Treasure Pocket™ where parents can tuck a note, sticker or small surprise.
“OmieBox® Lite was made for the everyday act of packing lunch,” Yen said. “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 built a highly engaged community on TikTok, where creators share lunch-packing ideas, product demonstrations and candid reviews with families preparing for the school year. During the Spotlight campaign, OMIE will significantly increase its investment in creator partnerships and TikTok Shop advertising, helping amplify shoppable content across the platform.
Shoppers can follow OMIE on TikTok at [@omielifeinc] and visit the brand’s TikTok Shop from August 12–18 to discover featured products, creator content and limited-time back-to-school offers.