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.

Top six reasons why digital gaming matters to your restaurant

Danielle, one of Kidzsmart’s business development leaders dives into the importance of offering digital gaming as a part of an integrated kids program. Danielle offers a wealth of knowledge on this subject as demonstrated by her publication on Restaurants Canada’s website!

Digital gaming for restaurants is a new and integral way to offer your customers the opportunity to interact with your brand, even when they’re not in your restaurant. By offering a kid-friendly branded gaming app, you create an opportunity for your brand to live on smartphones or tablets.

To read more: Digital Gaming Matters To Your Restaurant

Making the Case for Family Engagement

Jasmine, a member of the Kidzsmart recently had a terrific article published on Restaurants Canada on family engagement. We have included an excerpt below with a link to the full article. Way to go Jasmine!

Making the Case for Family Engagement

Families represent a key target for most restaurant segments given that families with children under the age of 18 spend over $60 per week on restaurants compared to average spending among all restaurant goers of $50 per week.  Leading industry consultants forecast that family dining visits will increase this year, as the economy improves and restaurants continue to make kid friendly environments, offerings, and menus. Behind every family decision are the kids, and they are the key to winning the loyalty of the family. Show that you value kids, and you will win the parents. By offering a kid-friendly environment, and entertainment suitable for a range of ages, families are more likely to visit your restaurant.

To read more: Family Engagement In Restaurants

 

Kidzsmart Concepts Joins Restaurants Canada

Vancouver, June 19, 2014 – Kidzsmart Concepts Inc. announced today that it has joined Restaurants Canada, the national not-for-profit association representing Canada’s restaurant and food services industry, as a Supplier Member. Kidzsmart is a kids and family marketing company that assists clients in developing and implementing engaging, compelling sales and marketing programs that differentiate the client’s brand and drive measureable results. Kidzsmart Concepts kids program for Boston Pizza International was selected by the US National Restaurant Association as a Top Three Finalist for the 2014 NRA “Marketing Innovation” Award.

Commented Frank Holler, Chief Executive Officer of Kidzsmart Concepts, “Kidzsmart has been closely involved with the restaurant industry in Canada and the United States for more than 14 years. As an industry recognized expert in kids and family marketing, we are delighted to join Restaurants Canada in order that we may better serve our Canadian restaurant and food service customers. We look forward to working with Restaurants Canada and its members to create a strong and vibrant restaurant industry across the country.”

Kidzsmart Concepts Joins Restaurants Canada PDF 


 

NRA Award Nomination

Boston Pizza’s Kids Program by Kidzsmart Nominated for NRA Award!

VANCOUVER, CANADA - Boston Pizza’s (BP’s) new kids and family program was announced as a finalist in the National Restaurant Association’s (NRA’s) Operator Innovations Awards. The NRA’s team of independent operator experts from across the industry evaluated hundreds of marketing submissions from restaurant and foodservice companies, and BP’s kids program was shortlisted to the top 3. Entrants were judged on criteria such as degree of uniqueness and differentiation, level of success and measurable results, and the value added by the operator.

Boston Pizza (a casual dining concept in Canada serving over 40 million guests at over 350 locations each year) sought to step outside of the traditional kids program and partnered with Kidzsmart, a kids and family marketing agency dedicated to providing awesome family experiences. The teams focused on creating a strategic, fully integrated kids program including print and mobile media that would “wow” customers, and regain franchisee support. 

The print component consists of a set of full colour, collectible, Power Packs featuring an animated All Stars team of characters. This in-store print piece leads to a 3D augmented reality app for mobile devices featuring interactive games that encourage playful competition, and gamification techniques for generating referrals. The “BP All Stars”, is based on the concept of “belonging”, through a team of sports All Stars. The printed materials teach the value of participation, empowerment and teamwork, and links to the 3D Augmented Reality App extending the users experience as the All-Stars leap off the page and into Mom’s or Dad’s mobile device where they remain, controlled by the parent, but interactive and always available to make kids happy.  By keeping the brand alive in their daily gaming activities, Boston Pizza can drive increased frequency and loyalty among top customers, and social buzz through Mom’s wide network. The program also provides an opportunity for Mom and Dad to have a conversation with each other.

Initiating a narrative among interesting characters brings thoughtful content into the material, which parents appreciate, as it demonstrates respect for their kids, and clearly shows Boston Pizza has invested some time and thought into them – as valued guests.  “I think the new look of the Kids Activity Pack is right on track with keeping the kids interests peak. It is both refreshing and innovative” states one Boston Pizza guest. Kidzsmart has set a new industry standard for kids programs, with shareable content for Moms and Dads to generate referral.

Boston Pizza focused their marketing efforts heavily into the family demographic knowing that if kids materials are intelligent, fun and have value, parents will give them permission to deliver their message, build relationships, provide offers, and start to capture lifetime value. They partnered with Kidzsmart, an expert in engaging the family market, to show that they value kids.  "This is a testament to Kidzsmart's capabilities.  The process was truly collaborative, our creative team working very closely with the Boston Pizza team, to ensure we hit the mark. It's exciting to be able to develop such a rich and robust kids program, and witness its success in the marketplace!" Kidzsmart’s Creative Director, Tracey Dear comments.

The concept of “belonging” has never been more important, as bullying continues to be a serious topic for kids. Boston Pizza's marketing team knew that they had a unique opportunity to facilitate quality time and lifelong memories that kids and parents could share together. The teams are now actively planning the future of the All Stars, which will continue to offer universe of fun for kids and families while dining at Boston Pizza.

This is the third year the NRA has brought together the industry’s leading minds to identify advances in the restaurant industry. The winners will be announced live in Chicago on May 17th, during the 2014 National Restaurant Association Show, and BP and Kidzsmart are eagerly awaiting the outcome. 

NRA Award Nomination PDF