Kidfresh Creates a Wine Just for Nugget-Stealing Parents

For a busy parent, a satisfying meal can range from a celebratory steak dinner to a generous bowl of cereal. Sometimes, it even involves a quick swipe of a rapidly cooling chicken nugget off your kid's abandoned plate, which they hopefully won't miss. There's no shame in that. In fact, there's now a wine for that, courtesy of frozen meal brand Kidfresh. The brand connected with indie agency fable.works and Ancestry Cellars on a product for peckish parents looking for a little refinement, called KF Reserve. The wine comes in a two-bottle set that includes Red Wagon, which is said to pair well with the brand's Wagon Wheels Mac & Cheese and Chardonnuggets. The creative team based on a statistic—supported by a 2017 study conducted by Harris Polls—which states that 81% of parents admit to stealing leftover food off of their kids' plates. “As a co-parent of a 3 year old, staring into the void after a whirlwind meal is a super-real calm after the storm," said agency co-founder Marcel Yunes, in a statement. "We’ve all thought, ‘I kinda want that spare nugget right now.’ And we’ve definitely all thought, ‘I could use a glass of wine right now.’ Kidfresh Reserve just adds a little class to that chaos.” Will stunts like KF Reserve continue to see success in the future? Send the kids to bed KF Reserve is the latest result of the brand's concerted adult outreach, which aims to appeal to the person who exists outside of their children. While its wholegrain and veggie-heavy product line caters to convenience and healthier dietary options for children, the brand's marketing has not shied away from more adult activations. Earlier this year, for instance, Kidfresh partnered with NYC-based adult retailer SHAG for #PlaytimeForParents, which featured a parents-only bundle—complete with personal massagers, candles, sex dice, lube and a sleep mask. Like KF Reserve, the Valentine's Day bundle focused on the idea of self care rather than any particular product. This more wholistic approach to parent marketing is likely to resonate with millennials. According to studies, 75% of millennial parents say that they've continued to pursue their personal passions outside of children (while still prioritizing their little ones, that is). That means that family brands aiming to connect with today's parent market, which is nearly controlled by the millennial generation, are likely to make deeper connections by addressing all the identities that parents navigate—like "artist," "music connoisseur" or, in the case of Kidfresh's latest stunt, "wine lover." Is wine hitting like it used to? While the "wine mom" concept has maintained meme-ified levels of popularity since the mid-2010s, there is a question as to whether stunts like KF Reserve will continue to see success in the future—or if waning interest will cause them to die on the vine. Recent reports show that while wine consumption habits are beginning to decline amongst aging baby boomers, who are the most exuberant wine drinkers of the generations, millennials are notably buying less wine and leaning more into moments of moderation—as indicated by the rising interest in Dry January and Sober October. But that doesn't mean that today's marketers should lock up the cellar right this moment. Ultimately, the success of stunts like this rely on the interests of the brand's consumers. On Kidfresh's Instagram, where the brand teased the arrival of the wine set, one of its most popular posts is of a mom celebrating her wine time after putting the kids to bed, hinting at a wine culture that still exists among the stunt's target audience. Simply put: even if the general public's love for wine may be in question, it isn't last call just yet, if the Kidfresh community has anything to say about it. “If there’s one thing Kidfresh gets as well as healthy food, it’s that they get parenting," said agency co-founder Rick Williams. "While the world’s collective head may turn at the idea of wine that pairs with kids’ food, that (tired) parent stealing a few creamy spoonfuls of mac and cheese over the sink—while their partner starts bath-time—will feel seen.” Grazing, thirsty parents can grab a KF Reserve set for $30 when they visit the campaign's dedicated website. View this post on Instagram A post shared by Kidfresh (@kidfreshfoods) Halle Berry and The Old Gays Serve Pride and Sip Canned Wine in Vibrant Campaign for Bev