BeRAW Kids is a brand that has activity in its DNA. No wonder! The brand is the result of a collaboration between one of the leading manufacturers of healthy snacks – Purella Superfoods – and trainer Ewa Chodakowska. The idea of promoting activity and healthy eating habits lies at the heart of the brand’s new communication platform “Active Parent – Active Child,” developed by the Neon Shake agency. The first stage of the campaign is already behind us, and one thing is certain: we have successfully activated brand users!
The brand reached out to us to help relaunch its products. Our goal was to build brand awareness and highlight its benefits among a broad group of parents. The challenge wasn’t easy due to the high level of competition in the healthy snack market for children, but we did it!
In order to build the brand’s position in the market, we identified distinctive elements in its communication. One was the philosophy behind the brand: democratizing healthy eating and promoting healthy habits. Another was the brand’s communication figure, the ambassadorship of Ewa Chodakowska.
To ensure that the BeRAW Kids campaign gained traction in broad communication, we designed the campaign to build Word of Mouth and maximize Earned Media. In addition to social media, we used activities with media partners and commercial partners, allowing the brand to enter wide-reaching media without a massive media investment.
These days, toddlers are spending more and more time in front of screens and displays, and less and less time on physical activity. The result? More and more children with na-ve weight. How to change this? By setting a good example for them.
Several-year-olds watch their caregivers and imitate them – so working out together is the best way to instill in them healthy habits for life. This insight lies at the foundation of the “Active Parent – Active Child” idea. In line with the new strategy, the brand educates parents about the importance of promoting positive role models and inspires joint family activity.
The idea of joint activity has resulted in the development of a new brand communication platform. The first campaign, implemented under the slogan “Active parent – active child” is already with us. The idea also resulted in a facelift of product packaging.
As part of the activities, we developed key visuals based on energetic, original graphics referring to the activity. It was used on the action’s landing page, POSM materials, social media posts and digital formats (bumper ads, banners).
We linked the first flight of the campaign to a day that probably every toddler looks forward to. In line with the newly developed idea, we decided to inspire parents and children to make this year’s Children’s Day not connected with sweets and cinema, but with joint activity and delicious fun! To this end, we realized a contest with prizes for active parents and children, created valuable content and invited mothers-influencers.
The centerpiece of the activity was a contest in which one could win prizes for parents and children: bicycles, roller blades, scooters and vouchers to Empik. To win, all you had to do was describe your ways to do family activities together on the website aktywnedziecko.pl. The Neon Shake agency was responsible for the mechanism of the action, the landing page, the communication of the con-course (digital / SoMe / PR), the handling of applications and the shipment of prizes.
For the campaign website aktywnedziecko.pl we also created a series of articles dedicated to healthy eating and activity. They included, among other things, recipes for healthy snacks, practical advice on how to organize a kinderbal or where best to go to move around in nature.
We also invited influencers associated with parenting topics to participate. The influencers received a PR dispatch (BeRAW Kids products plus a sports gadget) and a letter inviting them to participate in the campaign. Their task was to promote the idea of “Active Parent – Active Child” by sharing their recipes for activity with a child. They also encouraged people to participate in the competition on activenedziecko.pl.
The first flight of the campaign is behind us. The idea was warmly received, and the contest received a lot of entries. In total, we gave away as many as 106 prizes. But this is not the end! Ahead of us are more activities under the current communication platform. The “Active Parent – Active Child” campaign is a very successful beginning of the Neon Shake agency’s cooperation with the Purella Superfoods brand. We are full of energy for the next challenges!