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KC Mom TV -
KC Kid TV: “Krazy Combos”
Issue
ConAgra’s Kid Cuisine brand had a strong history as a kid-driven request item that mom served on busy nights because the kids asked for it. Yet the contemporary cultural climate around kids, food and obesity suggested that a new mom-directed effort for the brand would be prudent. But the company faced the challenge of reframing Kid Cuisine for moms in a way that is believable and relevant.
Insight
Kid Cuisine was always a product that kids love, but moms were less sure of whether they could feel good about serving it. Due to recent product renovations Kid Cuisine had a strong case to bring to moms regarding their ingredients and nutritional information. Moms just needed to be informed that Kid Cuisine was a whole lot better than they thought to get over their barrier to a more frequent purchase.
KC Kid Promo Banner Ad
Solution
Leveraging our Kid Mom Dynamic, and Seven Faces of Mom studies, we created Kid Cuisine’s “The More You Know, The Less you No” campaign, positioning Kid Cuisine as a brand moms can feel great about saying yes to for their child.
Campaign included:
- Dual targeted communication to moms and kids to stimulate push/pull of product request
- Overhaul and re-launch of the brand web site
- Online kid engagement via promotions and branded content
- Multi-media mom campaign with TV, print, online community and blogger outreach to stimulate user generated content and brand advocacy
Results
Research showed that the new communications got moms to re-engage with the brand and helped change her perception and desire to bring it into the home.
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KC-Know-Zone-Mom
