We made a fake startup and parents got the knives out.
When Ben’s Original Rice asked for our help getting parents to cook with their kids, we suggested making them mad. Not too mad; just mad enough to realise they deeply care about their kids’ education.
You see, kids who learn how to cook become much healthier adults, but this is a vital piece of home education is increasingly falling by the wayside.
Our hidden-camera-rigged booth and online bait-and-switch got things moving rapidly, and then thankfully we were able to bring things off the boil, to successfully funnel our audience into practical recipes and kid-friendly cookery.
The Kitchen Wall
Once things had cooled off a little, we retargeted our newly engaged audience with some simpler, sweeter stuff.
Then, to help them get started safely, we built an interactive learning plan with new skills and simple recipes families could practice together.
We went on to design an iPad app and online resources, to make it easier for families commit to some cooking time together.
