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Milk Jnr's & Kidworks Rolls Out Superhero Kids Pack Campaign for Morrisons

Milk Jnr's & Kidworks Rolls Out Superhero Kids Pack Campaign for Morrisons


Milk Jnr’s & Kidworks – the Manchester-based agency that specialises in creating engaging kids activity packs for some of the world’s biggest companies and family brands – has created and launched two new packs for Morrisons’ in-store cafes. The core message of the campaign is to show how Morrisons’ staff are ‘everyday superheroes to their customers’.

In response, Milk Jnr’s & Kidworks has created four new characters who are based on real life roles undertaken in-store. Each one has their own individual superhero ability. The brand new characters are:

Polly, a cafe assistant, who turns into Polymorphic. She can be in more than one place at once and helps out anyone who needs her in her neighbourhood.

Hassan, a fishmonger, who turns into O-Mega Man. He can breathe underwater and swims the rivers, oceans and lakes of the UK, protecting our waters and wildlife from pollution.

Alex, a baker, who morphs into The Mighty Dash. She can travel at lightning speed to rescue people and help in emergencies. And...

William, a fresh produce manager, also known as The Green Defender. He has magic green fingers and can rejuvenate anything at a single touch, helping to protect the planet and keep flowers, plants and trees healthy.

The packs, which are aimed to three to 11 year olds, come in two formats: A cold meal cafe box and a hot meal cafe kit. Both come complete with sticker scenes and activities. They have been designed to promote repeat visits and brand loyalty as well as to encourage families to bring the Morrisons brand into the home environment.

A new box and kit has been created for each character and they will be released across all cafes on a quarterly basis. The packs are included in the overall cost of a hot or cold children’s meal.

They also include tips on how we can all be ‘an everyday superhero’ along with educational facts on topics such as healthy eating and looking after the environment. In addition, the cold meal box contains a craft activity that can be completed at home.

Aimee Johnstone – brand strategy director at Milk Jnr’s & Kidworks – said: “Fantasy and superheroes are massive trends at the moment so they seemed like the natural fit for this campaign. Morrisons prides itself on its dedicated staff so the aim is to drive a stronger connection between them and their younger customers as well as providing fun and informative activities that really engage.”

Sam Wells – Head of Trading for Cafes at Morrisons – added: “Milk Jnr’s & Kidworks clearly understood and embraced the brief for this project and came up with a unique and exciting concept. Buy-in from the Morrisons team was also vital so staff engagement and feedback has been encouraged throughout the process with both character personalities and names being decided with the help of our staff members.”

The new box and kits are in Morrison Cafes now.