“Fairytale” biscuits have a story to tell
The latest innovation insight from Gama Compass™
MANCHESTER – 12th March 2015: This week Gama focuses on new merchandising opportunities with a look at a bakery launch that combines print and digital media in order to appeal to children – Hans Freitag Fairytale Biscuits.
Recently introduced by German biscuit specialist Hans Freitag, Hans Freitag Fairytale Biscuits are an attempt to drive greater brand interaction by linking product, packaging and digital marketing. The brightly-coloured canister targets children through the use of specially-created cartoon ‘frog’ characters that form the brand’s primary theme: packs contain small butter biscuits in the shape of crowns (perhaps even ‘frog’s feet’?), sprinkled with sugar crystals. Consumers are also invited to ‘hunt’ within the pack for special green-coloured ‘frog’ biscuits, increasing the product’s play appeal.
To accompany the product launch, Hans Freitag has also invested in the creation of a 'fairy tale' linked to the 'frog' concept. This includes a 'collectible' storybook on the product lid and an online version of the story that can be accessed through an Internet blog. As such, Hans Freitag Fairytale Biscuits provide an interesting example of how companies can attempt to enhance a product’s appeal through a broad strategy that unifies product and packaging with traditional physical media and modern digital platforms.
Image source: Gama
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Cesar Pereira, founder & CEO of Gama, is available for comment. To arrange an interview please contact +44 161 818 8700 or info@gamaconsumer.com.
About Gama
Gama is a global provider of information and insight that specialises in fast moving consumer goods (FMCG) product innovation. With a wealth of experience in business information and a network of over 100 in-country experts in 46 key markets, we offer high-quality news, research and analysis that give our clients a compelling insight into their industry.
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