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STARTING POINT
Royal baking powder is a leader product in the market, with a solid positioning in the Uruguayan collective imagination, associated to the familiar cooking tradition throughout generations. Happy cooking! was a brand building action by Mondelez that served as an effective tool to stimulate the consumption of the product.
CHALLENGE
Regarding concept, the recipes we proposed had a strong childish imprint, evoking animals, characters, games and sports. The goal was to bring closer children and cooking with an attractive universe for them to be a part of it in an enjoyable way. Another objective was to reconcile kids with healthy eating, tearing apart the concept that vegetables are boring and disgusting. Thus, the naming of the recipes, the food styling and the art direction of the photography were not minor decisions.
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SOLUTION
The project consisted on creating a fun game of collectible recipes inspired in children and in the ones cooking their food. The pack, launched as a limited edition, included two cookbooks together with a can of Royal baking powder. Each book was organized according to different topics: “Sleepover!”, “From the vegetable garden!”, “Rainy afternoon”, “More delicious when dressed up”, “Bakery at home”, just to mention some. Likewise, at the end of every book, tips were included with nonconventional uses of Royal baking powder, stimulating creativity and enjoying cooking in family.
The launch had great media response and the action was praised by different subsidiaries of the multinational company in the region. -
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THE PRODUCT SOLD OUT AFTER A FEW DAYS OF ITS LAUNCH, SURPASSING THE EXISTENT STOCK.