LeapFrog is continuing in its mission to inspire the imaginations of preschoolers and their parents, marking the launch of its Build-a-Slice Pizza Cart with a ‘world first’ pop-up pizza restaurant run entirely by children.
Taking over and rebranding Pappa Ciccia of Fulham in London on 25 October, for one day only, the event saw budding little chefs, waiting staff and maître d’s imaginations come to life.
Seven chefs-in-training – including a lucky competition winner chosen on the brand’s social media channels – gained all the practice they needed to put their skills to the test in honour of the launch of the miniature role-play pizzeria.
Once training was complete, the kids hit the kitchen and it was all hands-on deck to serve up their parents and friends a tasty doughy treat from a menu, also designed by kids.
Leapfrog also ran a popular ‘design the menu’ competition to further involve and engage with its audience, with the winning menu taking pride of place on tables at A Slice of Fun. Video content was created throughout the pop-up activity – including a funny blooper reel – with all the output designed to be utilised in the a campaign to encourage parents and carers to inspire creativity in their children this Christmas.
“From the initial planning stages of ‘A Slice of Fun’ we have loved the idea of creating a ‘world-first’ to really bring the Build-a-Slice Pizza Cart to life,” commented Rebecca Lazarus, UK marketing manager at LeapFrog and VTech. “As a key product for the brand, at a crucial time of year, it was important to us to position the campaign correctly. We were looking for something to really engage and captivate our audience, but we wanted to be inclusive to everyone and involve all our social media followers where possible too.
“It was fantastic to have our competition winner along on the day, to allow them to see behind the scenes and experience all the work that goes into the creation of our campaigns. We are excited to see how the roll out performs and contributes to sales, as we approach the home-straight to Christmas 2023.”