The Laughing Cow, the flagship cheese brand of the Bel Group, and Havas Worldwide India, the creative arm of Havas Group India, have come together to create a cheese-filled wonderland at KidZania Mumbai.
'The Laughing Cow Cheese Factory', imagined and designed by Havas Worldwide India, aims to help children connect with cheese brand and understand the entire cheese-making process.
As part of the collaboration, Havas Worldwide India designed the overall look and feel of the experience, including the table design, branding the walls, overall colour theme, furniture colour, and sampling truck design.
KidZania is a chain of indoor family entertainment centres currently present across 26 cities in 20 countries, that allows children to role-play adult jobs and earn currency.
The cheese factory will take kids through the process of making the The Laughing Cow cheese. This will help them understand the significance of carefully selecting raw materials that make The Laughing Cow cheese both nutritious and delicious. They will also learn about the hygiene standards and innovative processes that go into making The Laughing Cow Cheese while having fun watching the cheese being made.
This interaction aims to inspire children by teaching them the importance of eating a balanced diet. The role-playing activity provides children with a thorough understanding of the cheese-making process. It helps to develop and improve their critical thinking and motor skills. On completing the role play, the children become The Laughing Cow certified cheesemakers.
To enhance the role-playing experience, children will be able to interact with the brand's iconic mascot, dance, play, and take pictures with her.
Alamjit Singh Sekhon, Commercial Director, Bel India, said, “The Laughing Cow Cheese is an iconic global brand from Bel. We are committed to providing accessible, delicious, and nutritious products in line with our philosophy of ‘For all. For good’. Our unique portfolio of products addresses the different needs of consumers. We develop and encourage nutritional and educational programs in a fun and interactive way. This partnership with KidZania will educate kids in an engaging way about the importance of a nutritious balanced diet, while they ‘make’ The Laughing Cow cheese. We’re confident that this will be a fun-filled experience that will add a daily dose of laughter to the lives of the kids and their families.”
Speaking about the partnership, Manas Lahiri, Managing Director, Havas Worldwide India, said, “Over the years, KidZania, through its interactive edutainment model, has created a unique avenue for brands to engage with children and their parents on a very personal level. We’re delighted to scale this up further to create an innovative experience on behalf of Bel Group and The Laughing Cow that will give children a glimpse of the fantastic world of cheese-making in the most meaningful way.”