KrayOn turns school children into chefs for Cartoon Network's Chowder

by EVENTFAQS Bureau | Marketing | July 21, 2009 | News

Cartoon Network's new show Chowder is an animated series, about a child named Chowder who owns a catering company. To promote the show, Cartoon Network has partnered with KrayOn Events for a cooking activity in schools across the country. Explaining the activity, Tabassum Modi, Director, KrayOn Events, said, ;The show has fun characters named after dishes and food, and all the dishes they prepare are also uniquely named. To take this concept forward, we're promoting the activity by bringing out the chef in children. We're reaching out to schools through a competition on preparing the most unique dishes with the most unique name.; The activity will reach out to close to 650 schools in 15 cities across the country. Each school will be divided into teams as per class divisions (sections). Each team is made up of four students and one teacher. Modi added, ;The dishes prepared by the teams are all safe for children to prepare. And what's important is how innovative they are with the ingredients we provide them, and of course how creatively they name the dish they prepare.; KrayOn is involved in the conceptualization, planning and execution of the activity. The agency also plans which schools to target when, to optimize reach for the channel and bring in the right audiences. Modi surmised, ;The objective was to promote the show. And since it was based on cooking, we conceptualized such a program. Also, we work closely with the client to plan the program in terms of which schools to reach and how to roll out the entire activity.; The on-ground activity began on July 13 and will go on till the end of August.