QD Foodie

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The Task

The Q.D. Foodie Kitchen Tool Collection is a seven piece, uniquely designed utensil set that engages and inspires kids (and grownups!) in the kitchen. 52 Launch was tasked with building a brand, cultivating an organic targeted audience, seeking out influencer outreach, and developing a comprehensive crowdfunding campaign. Then, we had to manage and execute the supply chain to fulfill orders.

The Strategy

First, we needed to create a brand that resonated with the target audience. We engineered a social media campaign that included the support of influencers in the celebrity and food industry.  Our tangible strategy involved 3D printed, hand painted, and proto-realistic samples to illicit consumer feedback and influencer interest for a successful crowdfunding campaign. Lastly, we executed a Design for Manufacturing (DFM) and a value engineering process with a vetted manufacturer, in order to produce an initial MOQ run with a scalability model for future runs.

The Execution

We established a social media audience and influencer network, both in the USA and internationally, with a combined follower reach of 1MM+.  We also vetted a half dozen, vertically integrated manufacturers and performed the DFM/VE process to evaluate potential manufacturing issues and cost savings. Our final step was to create a series of promotional videos and graphics to be used for crowdfunding, advertising, and influencers.

The Success

We raised over $50,000 in a successfully funded crowdfunding campaign.  Through our value engineering process, 52 Launch saved the client 40% in tooling and manufacturing costs compared to initial estimates. In addition, we managed the supply chain on a successful full production run. Q.D. Foodie has been featured in The New York Times as well as other publications and is currently actively selling through multiple sales channels.


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