While
Kid Cuisine was one of the first convenience foods specifically
targeting kids, it was experiencing erosion of its market
position due to competitive incursions. WonderGroup's
challenge was to “re-energize” this brand from
both a sales-and-profit growth perspective.
The answer: make everything better. Following WonderGroup's
systematic brand development process, a new, energized restage
of Kid Cuisine was created and launched in record time. The
brand was transformed from “food that kids like, with a prize
inside” to “food that feeds a child’s imagination.” The
new positioning was brought to life with new, improved products,
more impactful and thematic packaging, increased focus on
the brand’s spokescharacter and a full advertising and promotion
program. The results of this have been dramatic, with a strong
turnaround to growth within the very first quarter of the
launch. |
