Consumer World: Mums want their kids to grow up healthy and happy. Nutrition is important but food should also provide daily pleasure, through good taste and being fun to eat.
Brand World: New strategy identified kids as one of several key areas for Carrefour to develop an added value offer, overseen by senior brand marketers. Existing range of 200 products to be improved and expanded. Licensed characters to be challenged.
Connection: Tasty, quality products made ‘by our little monsters for your little monsters’. Full range of characters with specific roles and back stories for branding, communication and activation.
Success: Sebastien Guerault, Kids Marketing Director: ‘The little monsters captured our imagination from the start. More importantly they engaged both Mums and kids and tested competitively against the previous licensed characters in quantitative research. With the right level of support we expect this brand concept to help us double our business over the next 2 years.’