Have Fun. Be cool.

How do you reinvent and revitalize Chuck E Cheese’s fading business and brand perception?

By steering the brand away from cute and “Disney-esque” and ratcheting up the coolness factor, we found the “killer insight” that connected with kids: the “adrenaline rush” they craved.

Zambrelli's "Real Cool Place" campaign for Chuck E. Cheese told their brand's story so engagingly that this kids' entertainment marketer became a rite of passage for America's kids.

We even developed a public service and family themed effort for PBS that got parents thinking about Chuck E Cheese as more than just a play option.

Results? The animated character we created got a Top Ten Q rating (higher than Mickey Mouse, Chester Cheetah, Tony the Tiger). The company more than tripled annual sales to +$900m.

Bottom line: No one knows how to get to, talk to, and sell to kids (and their parents) better than we do.

Services

Creative, Branding, Character Development/Animation, Film, Directing, Print, Media Planning, Website Development, Consumer Research