Simple, easy and a cupboard staple for many, Homepride is a favourite amongst families. Now, Homepride Kids looks to stir up the children’s food category with an adventurous range of cooking and pasta sauces created to reassure parents and excite fussy young palettes. Having designed Homepride’s All American range, Robot Food were asked once again to take the lead creatively with a sub-brand filled with fun (and Fred, of course).
In a hyper mature children’s food category, nobody was owning a main meal solution for the difficult-to-please, developing taste buds of 4-7 year-olds. Homepride wanted a sub-brand that would challenge the category as a relevant competitor and appeal to demanding millennial parents (representing a significant percentage of the target audience). As a brand trusted by families, it was important that the new sub-brand still be Homepride proud, but clearly differentiated as a product for the little ones.
Big kids at heart, Robot Food channeled their inner child to create a fun and engaging personality for the sub-brand, putting Fred at the centre of the adventure. Illustration, contemporary colours and an imaginative use of food photography all come together to tell a new story for Homepride – one packed with over 80 grams of veg, exotic but mild, kid-friendly flavours and giant tomato space hoppers.
