Happy Family launched its first line, Happy Baby, on Mother’s Day in 2006 with a premium line of frozen baby food by Shazi Visram, a visionary thinker who saw, through her friends with new babies, a need for a healthier, more convenient alternative to homemade baby food.
Happy Family is now six years old. As their initial consumers have taken their first steps and grown up, Happy Family has been growing up right along side them. That’s why Happy Family is no longer just for babies–the company’s product offerings have expanded to now include options for babies, toddlers, and kids. Please note: Happy Family will be rolling out new packaging later this year. Images of the new packaging are not yet visible on their website, but example of it are enclosed in assets section of this brief. Please consider only the new packaging in your submissions as they represent the new look and feel of the brand.
1. Videos MUST not exceed 60 seconds in length. Preferred format is HD 720p 16×9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX.
2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
3. Videos MUST feature Happy Family products and/or the brand logo.
4. In the event you utilize any third party materials, such as music provided by a third-party music provider, you must obtain full written license and consent from the owner of such third party materials and provide such license and consent forms to Tongal.
5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Happy Family.
6. Submissions must not portray Happy Family in a negative way, the determination of which will solely reside with Happy Family.
7. Videos must be in the English language or subtitled.
8. Limit 5 submission(s) per member, per phase.
9. Minimum 25 Pitches, or the contest will repost for 14 days.
10. Sponsor will be entitled to one reasonable round of revisions on the finished videos without providing additional compensation. Remember it’s easier to re-edit than re-shoot so try to get as much coverage as possible.
11. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning video creators MUST also provide Talent, Location, and Music Releases for all assets appearing in the video as well as the project files, editing sequence and an uncompressed quicktime .mov file in either Animation or ProRes 422 codecs at either 1920×1080 or 1280×720 to claim their prize.
Contests are open only to natural persons, thirteen (13) years or older at the time of entry (or the age as otherwise specified in a particular project’s requirements on the Project Details Page), who are registered members of the Tongal online community (each, a “Member”). A minor (for these purposes, a person under eighteen years of age as of the time of entry) submitting an entry for a Contest must receive his/her parent/legal guardian’s permission and include his/her parent’s/legal guardian’s name and daytime telephone number on the official entry form where indicated.
The goal in this campaign is two-fold:
1: Establish the Change in Positioning: Happy Baby is now Happy Family. Since Happy Family was originally a baby food company, they want to emphasize that they have successfully grown up (just a little) and now produce their super foods for a wider range of ages. Happy Baby enthusiasts—don’t freak out! Happy Baby still exists under the Happy Family umbrella.
2) Happy Family is Mom-Owned and Operated: Their CEO and COO both have young children. Happy Family also has a group of 50 Moms across the country who are dedicated to teaching their communities about enlightened nutrition and the benefits of Happy Family. Consumers can trust Happy Family and their mission: to provide the healthiest food possible for babies, toddlers, and kids — who would you trust more to do that than a group of moms?