Special edition: Food for kids
Trendy tweens
Kids are becoming increasingly sophisticated, and ‘tweens’ especially – children aged 8-12 – are driven by a desire to fit in and be part of whatever is trending, be it gadgets, music or fashion.
For brands, it’s all about trying to be part of that trend and engaging through advertising, celebrities or media.
“Food brands need to think very carefully about their brand values and how they can be enhanced with lifestyle icons. In addition on pack promos still hold quite a lot of weight with kids and mums, as long as the prizes are attainable and hence the use of technology such as QR codes can be highly effective.
“Tweens love personalisation and Nutella have tapped into this really well, by making them feel part of the brand with their personalised labels,” said Strauss.