KIDS' KITCHEN by Prime for Abba Seafood

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KIDS' KITCHEN

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Industry Seafood
Media Print, Magazine & Newspaper
Market Sweden
Agency Prime
Creative Director Peter Lindgren
Art Director Viktor Waldås Prime
Producer Niklas Nyberg
Account Supervisor Carl Adam Frisk
Released June 2012

Awards

Cannes Lions 2012
PR Lions Best Launch or Re-launch Silver
PR Lions Best Use of Live Events and/or Stunts Silver

Credits & Description

Type of entry: Technique
Category: Best Use of Live Events and/or Stunts
Advertiser: ABBA SEAFOOD
Product/Service: MIDDAGSKLART (READY-TO-ADD FISH SAUCES)
Agency: PRIME Stockholm, SWEDEN
Advertiser ABBA SEAFOOD
Product MIDDAGSKLART (READY-TO-ADD FISH SAUCES)
Entrant PRIME Stockholm, SWEDEN
Type of Entry: Technique
Category: Best Use of Live Events and/or Stunts
Title: KIDS' KITCHEN
Advertiser/Client: ABBA SEAFOOD
Product/Service: MIDDAGSKLART (READY-TO-ADD FISH SAUCES)
Entrant Company: PRIME Stockholm, SWEDEN
DM/Advertising Agency: PRIME Stockholm, SWEDEN
PR Agency: PRIME Stockholm, SWEDEN

Senior Account Executive: Charlotte Witte (Prime)
Account Supervisor: Carl Adam Frisk (Prime)
Head Of Production: Malin Severin (Prime)
Media Specialist: Tobias Helmer (Prime)
Creative Director: Peter Lindgren (Prime)
Art Director: Viktor Waldås (Prime)
Marketing Manager: Birgitta Lycke (Abba Seafood)
Brand Manager: Karin Pollnow (Abba Seafood)
Producer: Niklas Nyberg (Favela)

Describe the campaign/entry
A 7-year old chef and a 4-year old headwaiter, together with colleagues of similar age they became Sweden's youngest restaurant managers for a day. The purpose of Kids’ Kitchen was to show children, as well as adults, how easy and quick it can be to cook a delicious and healthy fish based meal.

On November 28, the Kids’ Kitchen Fish Restaurant opened its doors to the public; it was a restaurant that children aged 4-10 years ran all by themselves for a day. The restaurant served fish dishes exclusively, prepared with products from Abbas' new range of fish sauces. The children got to do everything that is expected of regular restaurant staff. And the result was outstanding.

The restaurant was fully booked and the news of the opening was covered by Sweden's leading local media. The total reach was 2.6m (population 9.3m) which equals an ROI of 470%. Sales beat all expectations with over 437,000 products sold. The lemon sauce, which was a choice on the Kids’ Kitchen menu, became the best-selling product in the category.

The Key PR element of the campaign was the ongoing debate about children's poor eating habits. The Swedish Food Administration had recently released a report with the recommendation that children should eat more fish, preferably 2-3 times a week. Since children’s eating habits is a topic concerning everyone in our society, we decided to make the restaurant public.

Describe the brief from the client
Qualitative:
- Demonstrate how easy it is to cook good and healthy fish dishes with Abba’s new sauces
- Show the variation you get from Abba’s new product range; and that the new products are fresh without improvers

Quantitative:
- Support the tactical TV-campaign in order to meet sales goals
- Obtain a return on investment through a media value of €40 000
- Acquire a fully booked restaurant – lunch and dinner



Results


Qualitative:
- Demonstrate how easy it is to cook good and healthy fish dishes with Abba’s new sauces
- Show the variation you get from Abba’s new product range; and that the new products are fresh without improvers

Quantitative:
- Support the tactical TV-campaign in order to meet sales goals
- Obtain a return on investment through a media value of €40,000
- Acquire a fully booked restaurant – lunch and dinner



Creative Execution


On November 28, the Kids’ Kitchen Fish Restaurant opened its doors to the public; it was a restaurant that children aged 4-10 years opened and ran all by themselves, for a day. The restaurant was located in the centre of Stockholm and served fish dishes exclusively, prepared with products from Abba's new range of fish sauces and pastes. The children got to do everything that is expected of regular restaurant staff. A 7-year-old chef made sure that the fish was well-baked and prepared. The 4-year-old headwaiter welcomed the guests and seated them in the dining room. The waitresses took orders, served and conversed with the guests after the meal.




Research from the Swedish Food Administration shows that kids do not eat enough fish. Despite this clear evidence, many people refrain from cooking fish, simply because it is perceived as time consuming and difficult to cook. When Abba Seafood launched a new product series made to be used with fish, we thought of it as the perfect opportunity to change this, and who better to start with if not a group of children?




In our stressful society, it is not easy for parents to get all pieces in life to puzzle together – picking up kids from day care combined with work and spare time activities. In addition, parents should prepare a nutritious and delicious meal for their kids, preferably fish. Doubting parents, unsure how to cook fish, often puts an end to many parents' healthy dinner ambitions. Meanwhile, the debate about children's poor eating habits is ongoing, whether the focus is on school meals or parents' difficulties in managing the everyday puzzle to make ends meet. The Swedish Food Administration recently released a report with the recommendation that children should eat more fish, preferably 2-3 times a week. Despite the clear guidance, many people refrain from cooking fish, simply because it is perceived as time consuming and difficult to cook.