![](https://mail.rika.digital/images/New%20Case%20Studies/Kenwood/logo-kenwood-white.svg)# Kenwood Kids Club - Building a digital community platform to inspire the next generation of home cooks.

Building a digital community platform to inspire the next generation of home cooks.

images/New Case Studies/Kenwood/Kids club/2x/Cover - Kenwood Kids Club.png#joomlaImage://local-images/New Case Studies/Kenwood/Kids club/2x/Cover - Kenwood Kids Club.png?width=1600&height=1200

Vertical

- [Education](https://mail.rika.digital/what-we-do#educational-and-culinary)

Client

- [Kenwood](https://mail.rika.digital/what-we-do#Kenwood)

Capabilities

- [Creative Design](https://mail.rika.digital/what-we-do#creative-design)
- [CX/UX/UI](https://mail.rika.digital/what-we-do#cx-ux-ui)

- [Development](https://mail.rika.digital/what-we-do#technical-development-and-qa)

##  As part of our work with the De’Longhi Group, this time for another iconic British brand, Kenwood, we designed and developed a new platform to support and encourage a new generation of Mary Berrys and Paul Hollywoods to participate and learn cooking skills in a safe online environment - Kenwood Kids Club.

###  The Business challenge

The primary challenge was not to solve a business problem in the traditional sense, but to strategically expand Kenwood’s brand awareness and relevance. The goal was to reach a new audience of parents and children and establish a genuine, non-commercial connection with them through a shared passion: cooking. Kenwood sought to create a unique digital experience that was both educational and fun, positioning the brand as an authentic supporter of family life and childhood development.

 [![](https://mail.rika.digital/images/New%20Case%20Studies/Kenwood/Kids%20club/2x/Hero%20-%20Kenwood%20Kids%20Club.png)](https://mail.rika.digital/images/New%20Case%20Studies/Kenwood/Kids%20club/2x/Hero%20-%20Kenwood%20Kids%20Club.png)

####  Objectives

- **Create a motivating & enjoyable experience** - build a digital space that encourages children to improve their cooking skills through practice and play.
- **Instil a love for cooking** - foster a genuine passion for the culinary arts in children and create opportunities for quality family time in the kitchen.

- **Increase brand awareness** - solidify Kenwood’s brand recognition among a new demographic by associating it with a positive, family-oriented initiative.

 [![](https://mail.rika.digital/images/New%20Case%20Studies/Kenwood/Kids%20club/2x/Hero%20-%20Kenwood%20Kids%20Club.png)](https://mail.rika.digital/images/New%20Case%20Studies/Kenwood/Kids%20club/2x/Hero%20-%20Kenwood%20Kids%20Club.png)

###  Strategy

Our strategy was to develop a digital product that served as a natural extension of Kenwood’s brand proposition. Instead of a direct advertising campaign, we proposed a strategic consultancy and build of a dedicated web platform. This approach allowed us to create a valuable resource that provided genuine utility to parents and children, thus building trust and long-term brand affinity.

###  Insights

Our research highlighted that children often use technology for entertainment, but this can also be a gateway to offline interests and hobbies. We identified that a fun, educational platform could successfully merge online engagement with real-world activity, such as cooking. The design and content were the

###  Approach

We took a user-centric approach, focusing on creating a digital experience that was both intuitive for children and reassuring for parents. This involved:

- **A mobile-first design** to ensure the platform was accessible on tablets and smartphones, the preferred devices of the target audience.
- **A rewards-based system** to provide children with a sense of accomplishment, using gifts, printable certificates and display on the website of the winning recipes.

- **Engaging video content** created in partnership with a well-known chef, Mr Baker, to guide children through recipes

###  Creative theme

The creative theme was purposefully fun, colourful, and vibrant, designed to appeal to a wide range of children. We used bright colours, playful animations, and clear, bold typography to make the interface easy to navigate and visually exciting. This aesthetic ensured the platform felt like a safe and enjoyable space for children to explore.

###  Deliverables

- **Weekly video recipes - weekly, easy to follow cooking tutorials presented by Mr Baker**
- **Interactive competitions -three competitions were launched to drive engagement and encourage creativity. These challenges prompted children to submit their own culinary creations for a chance to win prizes.**
- **Responsive design - the platform was built to be compatible across a range of devices, including tablets, smartphones, and desktop computers.**

####  The Outcome

The Kids Club project delivered significant impact by successfully building a loyal community and reinforcing Kenwood's brand values.

#### User engagement

the platform achieved strong engagement, with a significant volume of recipe videos views and a high number of submissions to the three launched competitions. This high level of participation demonstrated interest for the content and a positive response to the brand's initiative.

#### Community growth

the project generated a dedicated online community, with user-generated content becoming a key feature.

#### Brand affinity

by creating a valuable, non-commercial resource for families, the Kids Club platform successfully positioned Kenwood as a caring and supportive brand. This helped to increase brand lift and create a strong, emotional connection with a new generation of consumers, securing their loyalty for years to come.

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