Joint concept development for 2 brands

Maitre Paul is the leading brand in frozen pastries. In order to strengthen her position, innovation and renewal are must-haves. After a series of successful children’s cakes, the current offering featuring Kabouter Plop requires renewal. Against a very tight deadline a new children’s proposition shall be introduced in order to ensure the continuity of purchases, keeping in mind key learnings from the past. White Tree was requested by Maitre Paul to facilitate the innovation project in order to generate ideas and give shape to the final concept.
 
Project Leader’s feedback: Generating ideas is not so difficult for a concept for Maitre Paul and Efteling, but making choices… that is a tough job. The art behind the development of this type of kids concepts is that you select the very best ideas and that you link them together. We were looking for an agency that would help us in this process. White Tree has been of excellent help in the areas of:
  • overall coordination of our brainstorm day, and facilitation so that the  marketeers themselves could fully participate in the brainstorm
  • delivering insights related to the different target groups: the kids, their parents and grandparents
  • making adequate use of the learnings from previous kids concepts that have been introduced in the past
  • getting the best out of people
  • integrating all existing and new ideas in an efficient manner
  • developing the pre-concepts through following up on each others best ideas and thus creating synergy
In such a development process, it is important to get the right people together. That is why we worked on the same table together with people from the Efteling, the design agency and of course the team of Maitre Paul who was very involved in the development and implementation of the concept. This resulted in a broad acceptance of and enthusiasm for the concept. Additionally, both the Efteling brand as the Maitre Paul are now an integral part of the different concepts.
At the moment, we have made a choice for a concept and we are now making it take shape with the intention of launching it next Autumn.
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