White Spot Introduces a New Legendary Pirate Pak

White Spot Restaurants, a Canadian dining chain, has partnered with Kidzsmart to reimagine their iconic kids’ program – the Pirate Pak. Featuring a newly-designed 3D augmented pirate ship, revamped treasure map (kids’ menu) and The Cluckaneers, a fresh cast of animated characters, the combination will excite and engage family customers.

The new activity mat features both traditional and digital interactivity using The Legendary MisAdventures of The Cluckaneers App. The app uses Kidzmart's SmartLenz, a 3D augmented-reality technology.

The new activity mat features both traditional and digital interactivity using The Legendary MisAdventures of The Cluckaneers App. The app uses Kidzmart's SmartLenz, a 3D augmented-reality technology.

The Pirate Pak has been a classic component to White Spot’s kids’ program since 1968, selling over 25 million ships. It was important for the new program to stay true to the restaurant brand, yet provide kids with fresh games and features. Bringing the program into the digital age also integrates the family experience so that diners can play games, make music, read stories, watch videos, and interact with the characters in the restaurant and on the go. 

The all-new White Spot Pirate Ship has a fresh look, and features 3D augmented digital interactivity with animated characters and hidden games.

The all-new White Spot Pirate Ship has a fresh look, and features 3D augmented digital interactivity with animated characters and hidden games.

Families can download the WS Kids app on IOS or Android devices at whitespot.com/kids and have the latest adventures and games automatically updated as the program progresses. The program features Kidzsmart’s newest software called Smartlenz, a 3D augmented technology that bridges print and digital. By holding your mobile device over the Pirate Pak and treasure map, 3D animations appear, prompting additional entertainment for young guests. “In addition to dining together, we’re looking forward to seeing families play together via the app’s unique table challenge game,” notes Richard Hart, Kidzsmart’s Digital Director.

The Legendary MisAdventures of the Cluckaneers App has both 3D augmented interactivity with the activity mat and Pirate Ship, as well as stand-alone games. Above, in-app music-making game "The Key of Sea" and "Captain Beak's Table Challenge".

The Legendary MisAdventures of the Cluckaneers App has both 3D augmented interactivity with the activity mat and Pirate Ship, as well as stand-alone games. Above, in-app music-making game "The Key of Sea" and "Captain Beak's Table Challenge".

"Since 1928, we have been committed to providing a family-friendly dining experience that's unmatched by any other restaurant," said White Spot President Warren Erhart. "The Pirate Pak is a central part of that dining experience for kids, so we're excited to sail our iconic ship into the digital age."

Kidzsmart is thrilled to have collaborated with White Spot to reinvent their classic kids’ program. Stay tuned for more games and activities as the program evolves, The Cluckaneers are just setting sail!

 

About Kidzsmart Concepts
Kidzsmart Concepts Inc. is a privately-owned, kids and family marketing company, with offices in Vancouver and Gibsons, BC. Founded in 2000, we provide awesome family experiences that differentiate your brand and drive measurable results. Kidzsmart’s capabilities and expertise includes the creation of intelligent, character-driven stories, addictive games and promotions that captivate and educate children and families.

About White Spot
Headquartered in Vancouver, British Columbia, White Spot is Canada's longest-running restaurant chain, celebrating their 89th year. Founded in 1928, when Nat Bailey launched Canada's first drive-in restaurant at Granville and 67th, the 89-year-young chain now sees more than 17 million guests annually at 130 White Spot and Triple O's locations throughout B.C., Alberta and Asia. Bailey's original vision was to build a restaurant that served the highest quality, unique tasting food, and White Spot remains committed to continuing this tradition in each and every meal. White Spot Limited is proud to be recognized as one of Canada's 50 Best Managed Companies for the past seven consecutive years.


Media contact:
Leigh Unickow
Sales Manager, Kidzsmart
lunickow@kidzsmart.com
1-250-933-4399

Refreshed! Client Programs Updated in 2016

In 2016, we enjoyed several client refreshes. Here, we highlight four of them: the BC Lions, Roy Rogers, Harbour Air, and Cracker Barrel.

Top to bottom: BC Lions' activity book examples from 2006, 2010, and 2016 show the evolution of their "Read, Write & Roar" activity books.

Top to bottom: BC Lions' activity book examples from 2006, 2010, and 2016 show the evolution of their "Read, Write & Roar" activity books.

BC Lions: Bold Branding Encourages A Love for Literacy

In 2016, the BC Lions football team (CFL) underwent a corporate branding update, so the annual activity book that we create for them needed to reflect their new brand. This bolder brand brings a more exciting feel to their "Read, Write & Roar" activity book, however, the focus of the program remains the same: literacy—reading daily, writing, and building a love of books.


Roy Rogers' activity book: Left - booklet pre-2016, right - new bifold version.

Roy Rogers' activity book: Left - booklet pre-2016, right - new bifold version.

Roy Rogers: More Frequency, More Fun

The refresh for Roy Rogers was, in part, a response to their request to increase their program from two issues per year to four. Roy Rogers, a fast casual restaurant, was finding that two issues was not sufficient variety to entertain their most loyal and frequent clients. We proposed a variety of new options, and they opted for a change in format, from a 6-panel fold to a booklet-style format.
 
Each set of four books follows an overarching theme, with each booklet showcasing a different aspect of that theme. For our launch edition, we went with Sports, with baseball, soccer, hockey and football versions.


Top: Harbour Air's activity book from 2011. Bottom: Refreshed 2016 activity book featuring new mascots: Turbo and Sammy.

Top: Harbour Air's activity book from 2011. Bottom: Refreshed 2016 activity book featuring new mascots: Turbo and Sammy.

Harbour Air: Flying With A Fresh Focus on Families

Harbour Air (and Westcoast Air) is a Vancouver-based carrier with a fleet of seaplanes that connects the Vancouver area with Vancouver Island and the Sunshine Coast. Harbour Air reached out to Kidzsmart, seeking to revamp the original activity book we created from 2011. Their new focus is the family market and they wanted to refresh their booklet to communicate this, as well as feature their new, kid-friendly mascots: Turbo and Sammy. Harbour Air felt the books turned out great. They are also eager to feature their new premiums alongside the booklets.

"Everyone at Kidzsmart made our project go smoothly—all our idea were incorporated, and their input was very valuable. We were quickly given a final product that totally exceeded our expectations! We’ll work with them again for sure!"

Cracker Barrel's 2016 revamp centred on a character refresh, with a subtle update in overall design. Characters now look more mature and have more detailed features. Games feature more group participation and every issue highlights  different Cracker Barrel merchandise from the Cracker Barrel store.

Cracker Barrel's 2016 revamp centred on a character refresh, with a subtle update in overall design. Characters now look more mature and have more detailed features. Games feature more group participation and every issue highlights  different Cracker Barrel merchandise from the Cracker Barrel store.

Cracker Barrel: A Traditional of Family Engagement Continues for Today's Market

Cracker Barrel Old Country Store Inc. has been a Kidzsmart partner since 2005 with the same quaint character style and book design. Styles and trends are constantly changing and Kidzsmart approached Cracker Barrel to refresh their Cracker Barrel Buddies kids' program for today's family market.

Parameters requested from Cracker Barrel included: maintaining continuity in their kids’ program, keeping true to the most successful features of the program, and retaining the old-fashioned style that is an extension of their overall corporate brand.

We approached Cracker Barrel with several creative options. They chose a moderate evolution of the original characters, reinforcing visual continuity within the program. However, this style is slightly more dynamic and contemporary, allowing for more expressive facial features and poses. The booklet content also evolved, including a wider variety of games and activities, continuing to feature ‘family engagement’.

The evolution of the Cracker Barrel Buddies program was well-received, with very positive feedback from those who had known the Cracker Barrel Buddies for years.


With over 15 years' experience in the kids' and family market, Kidzsmart knows what will resonate. We create unique, memorable, standout programs for our clients, helping them continually attract and retain family patrons.