ABOUT

“Why is snack-time always a battle? Why do I find myself saying NO all the time?” It’s a dilemma facing parents everywhere.
 
But what if a brand could create a snacking win-win? Balancing the fun and playfulness kids want, with the nutritional reassurance parents need.
 
With child obesity on the rise, this was The Hero Group’s mission. To redefine kids’ snacking, by creating a preschooler brand that captures kids’ imagination and parents can say YES to.
We created Goodies with a creative strategy that placed kids front and centre. Shaping a brand on their wavelength, that feels relatable and that kids are excited to welcome into their lives.
 
We started with a deep dive into the world of kids, to understand their interests, the characters they love, and the influence of popular culture. We even asked 3-6 year olds to design their own fruity characters to see how their unrestrained, authentic creativity could inspire the Goodies brand, as well as developing our characters in an iterative way with kids’ input. 
 
Centred around the idea of ‘feed their imagination’, Goodies inspires kids to explore, to create, and to dream. We defined a child-led take on imagination and intentionally designed the Goodies characters with real purpose, as playful brand mascots that bring out the fun and embody kids’ imagination to tell a bigger story.