Hot Stuff: Culinary Kids

Selling to Kids, May 3, 2000

Kids are cooking, say Saatchi & Saatchi Kid Connection's Roving Reporters. The Reporters, an online panel of kids 8 to 15, point out plenty of opportunities for marketers to provide products, brands and services based on kids' kitchen creations.

Cooking not only provides kids with an outlet for creativity, but also offers affirmation. Whether they're concocting an after-school snack or helping mom with dinner, cooking can boost kids' confidence and pride. As Vivian, 12, explains, "[I like to cook] because I get complimented." And Jake, 8, says "if people like [what you made] you feel proud."

Cooking puts kids in the powerful position of making choices. "I try all different ingredients," explains Jerry, 12. Eleven-year-old Claire likes to cook because "you get to make anything you want." Raphael, 14, likes that cooking enables him "to see things change color in the pan, and you can control what you cook and cook the things you like to eat." And Madeline, 9, likes to "put [food] on a plate in a fancy way and make it look real yummy."

Working in the kitchen offers a creative sensory experience, as well. Moira, 14, likes cooking because it "smells pretty good," and Randy, 8, likes "to help my mom cook because it is fun to get all messy."

Kids exercise their autonomy and creativity in the kitchen by experimenting with different flavor combinations. Ten-year-old Troy enjoys "ham dunked in mashed potatoes, and melon and Ritz crackers." Maya, 13, dips "Goldfish cheese crackers into my orange juice - it's soooo yummy!" Dana, 11, eats "crystallized salt plain and ... pretzels dipped in yogurt." Peanut butter is a popular spread on "pickles" (Roth, 11), "carrot sticks" (Deirdre, 10) and "cucumbers" (Robin, 8). And Brad, 13, swears by "banana sandwiches with mayonnaise." [Editor's Note: Don't try these at home.]

There are several things kids don't like about cooking, offering rich opportunities for marketers. Like many adult cooks, kids are challenged by directions and feel disappointed when their creations don't meet their expectations. "Stuff doesn't always come out how it's supposed to," complains Jenna, 13.

They call for simplified versions of cookbooks and utensils, and even "instructional tapes" (Craig, 11) or "shows on TV to teach kids how to cook" (Danica, 8). Gina, 12, joins many in suggesting that "lots of pictures" be incorporated into simple recipe books for kids to show them what their final products should look like.

Because most kitchen utensils and appliances are designed for adults, many younger Roving Reporters find them to be difficult to use. "The only thing I don't like about cooking is you have to work with hot pots and pans," says Jared, 9. And 10-year-old Nani says, "Sometimes I get burnt if I am not careful." They suggest that companies make "heat-protective gloves" (Pierce, 11), "ovens...that are easier to open" (Lizzie, 9) and "a pan that doesn't get hot on the rim or the handle [that's] very light for us kids to hold" (Ted, 8).

Kids companies also should develop more products that feed kids' hunger for their favorite foods. What are these cooking kids cooking? Roving Reporters enjoy making baked goods and pasta dishes, as well as ethnic dishes that reflect their heritage.

Though few listed healthy dishes as those they enjoy making most, Roving Reporters do recognize that healthy eating benefits their growth, development and overall well-being. Explains Leigh, 15, "I like staying in shape and looking good." And Darcy, 12, says healthy food "tastes pretty good, but you don't feel as guilty about eating it." Other reasons kids eat healthy foods include "strong bones" (Lucas, 9), "it makes you energetic and feel good" (Chet, 12) and "you stop getting as many zits" (Annie, 13).

An opportunity exists here for marketers to combine kids' appreciation for healthy eating with their interest in cooking for themselves in order to create products, services, promotions or events that teach kids how to prepare healthy foods they will enjoy. Such initiatives would help kids feel good about themselves while scoring points with their parents for promoting healthy eating.

As a strategic planner at Saatchi & Saatchi Kid Connection, Holly Gross acts as brand steward, youth psychologist and Gen Y culture expert for a variety of kid- and gatekeeper-targeted brands. She can be reached at 212/463-2020 or hgross@saatchiny.com.

Easy Bake Mistake?

Companies looking to get involved with cooking for kids should pay close attention to gender issues, just as they would with other more traditional youth-focused categories. Both male and female Roving Reporters believe cooking is for everyone - a shift that marketers can depict through many vehicles, especially product design, advertising and packaging. Min, 15, would agree, since she pointed out that "some of the top chefs in the world are men." A few of the Reporters point out one product in particular that could stand to broaden its horizons: Connie, 11, calls for "boys in the ads and on the boxes of those [Easy Bake] ovens." Robert, 12, thinks it's great for boys to cook, but believes related products could be tailored just for them. "I think those Easy Bake ovens are good for girls," he says, adding that "for boys they should ... make the oven black and blue with little fang decals on the side."