The Restaurant of Imagination

Hasbro asked us to launch their new Play-Doh set, The Busy Chef’s Kitchen. A play kitchen designed to create colourful, fun, and imaginative Play-Doh food.

We needed to spark creativity in our young audience and get their parents to see The Busy Chef’s Kitchen as much more than just another toy to clutter their lounge. 

Insights told us that 80% of parents deal with pre-school picky eaters. But when kids are engaged in the creation of food, fussiness reduces.

Play-Doh, and The Busy Chef’s Kitchen, could be the secret weapon they are looking for. Capturing young imaginations, building an interest in ‘food creation’ and providing parents and caregivers with a stress-free mealtime. 

Introducing The Restaurant of Imagination.

An experiential and content-led campaign that turned mundane mealtimes into magical adventures. We invited families to create imaginary Play-Doh meals using the new Busy Chef’s Kitchen Playset, which then transformed into real-life meals for the whole family – blue spaghetti and heart-shaped pizzas included! 

We collaborated with key media outlets, such as Time Out, Metro and The Daily Express, and popular parenting influencers like Fun Dad Dean, Gabriel Sey and My Kinda Mum to amplify the experience and extend coverage.

Our multi-layered approach ensured a sold-out experiential event and content that reached millions of engaged parents. 

“Developing a multi-channel campaign focused on one product is never an easy task, however with the knowledge, creativity and expertise of the team, we managed to deliver our most successful Play-Doh campaign yet! Leading the activation with relevant insights to our target audience and offering multiple ways to engage was the key to generating over 200 pieces of coverage, selling out an event in under a day and driving social engagement across powerful influencer content. The results from this campaign were so impressive, it’s being used as a best-in-class activation globally throughout Hasbro.”

Julia Swan | Regional (EMEA) Communications Manager