Joint Concept Development

Maître Paul is the leading brand in frozen pastries. In order to strengthen it position, innovation and renewal are an absolute must. After a series of successful children’s cakes, the current offering featuring Pixie Plop requires renewal. To a very tight deadline a new children’s proposition will be introduced to ensure continuity of sales, bearing in mind the key lessons from past experience. White Tree was invited by Maître Paul to facilitate the innovation project in order to generate ideas and give shape to the final concept.
 
Project leader’s feedback: Generating ideas is not so difficult for a concept for Maître Paul and the Efteling theme park, but making choices … that is a tough job. The key to the development of these kinds of concepts for kids is to select the very best ideas and interlink them. We were looking for an agency that would assist us in this process. White Tree has been an excellent help in the areas of:
  • overall coordination of our brainstorming day, and facilitation so that the marketeers themselves could fully participate in the brainstorm
  • delivering insights related to the different target groups: the kids, their parents and grandparents
  • making adequate use of the lessons from concepts for kids that have been introduced in the past
  • getting the best out of people
  • integrating all existing and new ideas in an effective manner
  • developing the pre-concepts by following up on each others’ best ideas and thus generating synergy
In such a development process it is important to bring together the right people. That is why we worked together with staff from the Efteling, the design agency and of course the Maître Paul team, who were closely involved in the development and implementation of the concept. This resulted in a broad acceptance of the concept and shared enthusiasm for it. The Efteling and Maître Paul brands are now integral components of the various concepts.
We have decided on a concept and we are now developing it into a fully fledged product with the intention of launching it next autumn.
 
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