Client: Hasbro
When Hasbro asked us to launch the new Play-Doh, Busy Chef’s Kitchen, a kids Kitchen designed to help the creation of Play- Doh dishes, we knew EXACTLY what to do. Insights told us that 80% of parents deal with pre-school picky eaters, leading to mealtime stress and lack of inspiration; but when kids were engaged with the creation of food, fussiness reduced. It’s just not practical to get kids involved in cooking every family meal (even for those parents that don’t mind THE MESS), but if we could playfully get kids interested in IRL food through their imaginary Play-Doh food, then the Busy Chef’s Kitchen could be seen by parents as so much more than just another toy to clutter the lounge. Introducing The Restaurant of Imagination. An experiential & content led campaign to drive awareness and consideration of The Busy Chef’s kitchen, get kids interested in food, prevent picky eaters, and turn mundane mealtimes into magical adventures.
Our multi-layered campaign included research into the stress of fussy eaters, a Pop-Up Restaurant that turned Play-Doh creations into IRL meals (Blue Spaghetti included) & targeted Influencer & media partnerships. All touchpoints culminated to secure; 29 Influencer posts with 934k views, 212 press mentions (up 842% on KPI), 3.05 million coverage views (up 144% on KPI), and 1.05 million print circulations & a total reach of 549M (up 377% on KPI).
And we turned the Play-Doh pizza into ACTUAL pizza (amazing TBH, even for a 30-year-old).
