menu

Cookie Company Looks To Kids For Latest Innovation [Video]

Cookie Company Looks To Kids For Latest Innovation [Video]
Advertising

Honey Maid sets up a new initiative to fuel creativity in children.

Daniela Walker
  • 27 february 2013

Graham cracker company Honey Maid is over 85 years old. What does an old brand do to reinvent itself? It brings in the kids. The business has begun a program called Made.Co, which holds a series of competitions to empower children to innovate.

The initiative, developed by creative agency Droga5, allows young creative minds to bring their ideas to the fore, and see them realized with the help of experts. It was launched in conjunction with the new product, Honey Maid Grahamfuls. Two commercials for the stuffed graham cracker cookies were created by children under the age of 14.

But advertising for Honey Maid is not the only prize to be won nor is it the aim of the program. Currently, there are two competitions running for 6-12 year olds: a story book challenge and a comic strip challenge in collaboration with HarperCollins and Disney respectively. Winners of the storybook competition will be able to see their book be printed (with a 10 copy run) with help of children’s author, Dan Gutman, while the comic strip winner will spend a day at Disney’s studio, getting an animation lesson.

Each competition is about letting kids know that creativity is cool, and encouraging them to make things. Says Droga5 chief strategy officer Jonny Bauer:

Honey Maid wanted to make it a credible aspiration for kids to make new stuff. That became the cultural cornerstone for what the brand is about. It’s not just something they say. They put their money where their mouth is and created this fantastic program to get kids making stuff.

With TV, the internet and video games taking up much of today’s children’s time, Honey Maid felt that kids were not being encouraged enough creatively. Says the site:

Made Co. grew out of an observation that kids today seem to spend more time consuming content than making it, and the hope with Made Co. is to help shift this balance.

There will be 20 or so projects staggered throughout the year, with different corporations collaborating, all in the name of bringing a child’s imagination to life.

Honey Maid

Trending

Machine Printer Uses Coffee Drips To Create Intricate Portraits

Arts & Culture
Technology december 2, 2016

Why Nest Doesn't Get The Holidays

PSFK founder reacts to the damaging effects of poor email marketing

Children december 2, 2016

Robots Could Be Joining Dubai’s Police Force In 2017

The real-life RoboCops can salute, shake hands and collect traffic fines

Trending

Get PSFK's Related Report: Future of Automotive

See All
Travel december 2, 2016

Parka Hides And Charges Portable Devices

Bolt is a jacket that lets people carry and charge their various electronics without the need for an outlet

Related Expert

Tony Fadell

Product Design, Smarthomes

Food december 2, 2016

Yelp's New 'Yelfie' Feature Lets Diners Take Selfies

The update is designed to encourage people to attach a selfie when they share their experiences

Design & Architecture december 2, 2016

Build Your Own Savory Cheese Advent Calendar

A British food blogger has created a guide to building a different kind of holiday surprise

Fitness & Sport december 2, 2016

Floating Gym Concept In Paris Is Powered By Your Workout

The proposed design from Carlo Ratti Associati lets passengers ride a stationary bike as they travel through Paris along the Seine River

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed november 22, 2016

Digital Strategist: Why “Big Sensing” Is Key To Retail’s Future

Bud Caddell, Founder of NOBL, shares why the most capable and useful asset in any retail environment is the workforce

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Syndicated december 2, 2016

What Does The Future Of Android Look Like In A World With The Pixel?

Google’s decision to make its own phone might have looked like a blow to the likes of Samsung but the reality is much more interesting

Retail december 2, 2016

Customer Service Expert: Why Offline Retail Has Better Data Than Online Retail

Healey Cypher, Founder and CEO of Oak Labs, shares why we should be thinking about the physical store as an e-commerce site

Fashion december 2, 2016

Alexander McQueen Designs A 3D-Printed Umbrella

3D-printed fashion arrives in time for the winter season

Work december 2, 2016

Why Training Associates To Be Advocates Is Key To Retail Success

In our Future of Retail 2017 report, PSFK Labs discusses strategies to prioritize customer service, which begins with associate advocates

Media & Publishing december 2, 2016

Netflix Creates Binge Candle To Celebrate A New Season Of Gilmore Girls

The streaming service developed a special layered candle that creates candle with episode-specific smells

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Arts & Culture december 2, 2016

Interactive Film Tells A Story About Living With Cancer

A moving song written by a father of a cancer patient comes alive in a 3D environment

Automotive december 2, 2016

Audi And LEGO Exhibit Autonomous Vehicle Installation

The installation at Design Miami explores the 25th hour, which represents bonus productive work or play time

No search results found.