scroll to top
Stuck on your essay?
Get ideas from this essay and see how your work stacks up
Word Count: 4,432
Q1 What factors do you believe led to the campaigns successEllas kitchen had humble beginnings when Paul Linley felt that childrenwould aspire to live healthy lives and eat nutritional food He believedthat in order to get children to eat healthy good food should be madecool in childrens eyes and insisted on their involvement in thedevelopment process With this vision and strategy in mind he decided tolaunch a range of organic fruits and vegetables aimed at children andnamed the brand Ellas kitchen after his daughterOne of the key success factors that led to the campaigns success wasthe strategic objectives to get kids on board and used kids as brandambassadors This was completely innovative at that time as most oftheir competitors Del Monte Tropicana adopted gatekeeperstrategies such as targeting parents By featuring Pauls children inthe advertisements kids were instantly able to identify with theproducts and their values and saw the brand as fun and coolAnother crucial success factor was that the campaign was constructedbased on findings from extensive market research and found out thatparents struggled to balance nutrition and convenience when planningtheir childrens diets due to hectic schedules They were also willingto pay a premium price to ensure that their childrens meals wereconvenient but healthy at the same time as well The unique aspect ofthis campaign was that Paul not only involved gatekeepers but histarget audience as well in the development process He sampled hisproducts with children and took their opinions into considerationsAlso the timing of the campaign was crucial as the government wasstarting to ostracise negative eating habits among children which ledto the banning of advertising High Fat Sugar Salt HFSS Also the workof high profile chefs such as Jamie Oliver led to a healthy livinglifestyle This proved that there was a gap in the market for marketablehealthy foodsThe next step was to find a suitable medium to advertise the brand inorder to send the right message to its target audience Ella Kitchenfound that in Nickelodeon
@Kibin is a lifesaver for my essay right now!!
- Sandra Slivka, student @ UC Berkeley
Wow, this is the best essay help I've ever received!
- Camvu Pham, student @ U of M
If I'd known about @Kibin in college, I would have gotten much more sleep
- Jen Soust, alumni @ UCLA