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Homepride Kids: Serving up adventure for little taste explorers

Simple, easy and a cupboard staple for many, Homepride is a favourite amongst families. Now, Homepride Kids is set to stir up the children’s food category with an adventurous range of cooking and pasta sauces created to reassure parents and excite fussy young palettes. After designing Homepride’s All American range, we were asked once again to take the lead on another sub-brand filled with fun (and Fred, of course).

While children’s food might seem like a relatively bustling category filled with innovation, no brand appeared to be owning a main meal solution for the difficult-to-please, developing taste buds of 4-7 year olds. Homepride wanted a sub-brand that would challenge the category as a relevant competitor and appeal to demanding millennial parents. Because Homepride is a brand trusted by families, it was important to make sure there was a good balance

In a hyper mature children’s food category, nobody was owning a main meal solution for the difficult-to-please, developing taste buds of 4-7 year olds. Homepride wanted a sub-brand that would challenge the category as a relevant competitor and appeal to demanding millennial parents (representing a significant percentage of the target audience). As a brand trusted by families, it was important that the new sub-brand still be Homepride proud, but clearly differentiated as a product for the little ones.

Big kids at heart, we channeled our inner child to create a fun and engaging personality for the sub-brand, putting Fred at the centre of the adventure. Illustration, contemporary colours and an imaginative use of food photography all come together to tell a new story for Homepride – one packed with over 80 grams of veg, exotic but mild, kid-friendly flavours and giant tomato space hoppers.

And there’s something for the parents too. While we wanted a look and feel that would appeal to kids, packs needed to speak directly to parents. A reassuring tone of voice offers up a helping hand while prioritising the important “grown up stuff” that busy parents need to know quickly.

Look out for popular favourites such as Indian Korma Curry, Cheesy Tomato, Chinese Sweet & Sour and Classic Bolognese available now in stores nationwide.

 

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