With more convenient meal options available today, Chef Boyardee needed to find new relevance in their mom target's life. A commercial innovation strategy in which new recipes were developed that featured Chef Boyardee products, usually a stand-alone meal, as central ingredients within a family dinner recipe. In a media partnership with Food Network, we created the Little Chefs Project and elevated the content to a genuine bonding opportunity for moms and kids. We created a branded hub on the Food Network site during Kids in the Kitchen month and mirrored the content on the brand site.

We created a Cooking Together content hub that featured inspirational videos and educational facts. The content helped kids discover new skills like following directions and self-reliance and rewarded moms with new, enthusiastic helpers in their busy kitchens. We paired real mother and child talent to quickly establish a natural rapport on the screen to convey authentic, joyful moments. We paired a whimsical score with animated supers of the recipe instructions for a warm, homey feel.