Consumer Co-creation

What to do and how?

• Call for consumers to create “artwork” based on food.• Micro-site targeted to loyal customers to create a community

What to do and how?

• Once becoming a community member, consumers can submit, view and rate all artwork on the micro-site.• The top 20 will be featured on the food boxes and the creators will be recognized.

Creating Awareness

• Print advertisements at POS locations, e.g. inside stores and beside freezers• Announcement on the website• Initial arousal of interest through “sample art” on the box with information on the back

What’s in it for them?

• Community feeling• Satisfaction of creating art; fun activity• Sense of accomplishment, if artwork makes it on the package

Time Horizon

• Community has a long-term focus• Open to suggestions about future challenges• Goal is to evoke open dialogue and expand brand associations in the long run

Thank you.