Parents may be superheroes, but for some, mealtime can be their kryptonite. That's why the Foundry worked with Walmart to create Kid Foodology, a program designed to help parents and children try new foods and fresh produce from Walmart.
Rooted in Parents, this digital destination featured a cooking-show-inspired video during which kids — or "foodologists" — judged dishes made by a world-class chef and a next-level cook/mom. The custom microsite also included shoppable kid-approved recipes, a series of social-first videos with tips for getting kids involved in the kitchen, and interactive components, like a downloadable coloring sheet and a meal finder. Custom content was further amplified through video and static social bytes on Facebook, Instagram, and Pinterest. The tentpole resulted in a lift 2x over benchmark while the interactive pages drove engagement rates up to 150x over benchmark.