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USING FUN, INTERACTIVE TACTICS TO HELP KIDDYLICIOUS BECOME THE FASTEST GROWING BABY FOOD BRAND IN THE UK

BRIEF

Promote Kiddylicious Wafers, a range of finger food snacks designed to be the perfect first solid food for babies. Capture at least 1,000 email addresses during the campaign.

INSIGHT

Mums of young babies spend a lot of time on Facebook, particularly if they’re at home whilst their little ones are napping or in bed. They also increasingly use local Facebook to connect with other mums and share information.

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IDEA

A fun, frantic and fiercely addictive Facebook-based game designed to bring the colours and flavours of Wafers to life whilst encouraging data capture through incentives.

IMPLEMENTATION

Our Candy Crush-style game, called Wafer Wipeout, was hosted on Kiddylicious’ Facebook page for two weeks.

During that time, Kiddylicious’ audience of mums were challenged to smash through rows and columns of Wafer packs and ingredients. Those who managed to hit the magic number of 1,000 points in 60 seconds could enter their details to win instant prizes.

Prizes included Kiddylicious snack boxes, baby hand-print casts and a Fujifilm Instax Mini 8 Instant Camera & 10 shot bundle. Hundreds of 50%-off vouchers for the Wafers were given away too.

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IMPACT

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“It is a breath of fresh air to work with Ready, knowing they can take a creative concept and turn it into a fun, engaging digital platform which totally speaks to our brand.  Kiddylicious' focus for 2017/18 is ‘Digital’, and Ready are a team whose knowledge and skills in this sector have delivered over and above our expectations. They are an absolute pleasure to work with.”

Marketing Comms Manager

The Kids Food Company