Case studies

• An opportunity to engage both target audiences by bringing the Paradise cartoon characters to life and providing an interactive, fun experience for kids to enjoy, while also providing Mum and Dad with the value added benefit of doing something ‘good’ for their kids by purchasing biscuits with functional benefits.

• Each product range has its own set of cartoon characters, so to achieve the above, the characters are incorporated into a marketing program using these various mediums:

• Bin Header Cards for in store display and sampling demos.

• Merchandise – Polo Shirts for Demo Team to wear.

• In Store Shelf Talkers to engage at point-of-sale.

• On Pack Promotional Banner on each multipack to prompt consumers to the free sticker sheet giveaway and promote the online activity.

• Giveaways - In Pack Sticker Sheet.

• A4 Trade Presenter for the Sales Team.

• On Line Website Activity consisting of visual story scenes and podcasts.

The aim of each of these mediums is to drive the Paradise consumer to an existing website and encourage interaction with the Paradise cartoon characters to enhance brand and product loyalty and recall.

Through the website activity, the consumer is able to:

• Log on and read stories based on each of the three groups of cartoon characters; Cartoon Cash, Uglies and Pinkies.

• Listen to a podcast and read along to each story.

• Download and print each of the story pages in either colour or black & white, and then use the stickers they collect from the biscuit packet, and stick these onto the cartoon scene.

What this achieves for the Paradise Kids Biscuit range:

• Stimulates brand and product awareness, and ongoing pack and product recognition to generate 'pester power’ amongst children and brand loyalty with the grocery buying parent and variety boxes.