2010 Winners & Shortlists

Results and Effectiveness

Strong support from local media channels who have contributed to the movement through regular news coverage of the initiative. (Source : Lunchboxes.ae) Unprecedented rise in participating schools from 2 to 21 in a short-span of 12 months covering around 20,000 school-children across Dubai (Source : Lunchboxes.ae) The business also won the recent 2009 Lloyds TSB Best Small Business award. (Source : www.lloydstsb.ae) Owing to the growing demand of this concept, the company is now looking to expand to all GCC markets by the end of 2010. (Source : Lunchboxes.ae)

Creative Execution

Lunchboxes UAE is an online healthy lunchbox service designed to empower parents and solve their lunchbox dilemmas whilst being an educational & healthy experience for children. Parents & children can now order 187 different healthy happy meal options online and the lunchboxes will be delivered directly to schools. This partnership involved Kraft’s long-term presence on the ‘healthy meal’ lunchboxes symbolic of its support for the cause and demonstrating its social responsibility credentials to school-children. For Kraft, lunchboxes also represented a unique way of engaging with their key audience – parents, capturing their attention when they are thinking about their children’s health & nutrition. The lunchbox movement spearheaded by Kraft was not just about delivering healthy school meals but also a long-term awareness campaign aimed at educating families on the virtues of good eating.

Insights, Strategy and the Idea

Child obesity has reached pandemic levels in UAE, with the WHO (World Health Organization) terming it as one of the ‘fattest nations’ in the world. This has prompted Ministry of Health to launch a big anti-obesity drive to curb this crisis. As a socially responsible food marketer, Kraft are committed to combat this ‘ticking’ time bomb by pledging full support to this cause. In response to growing health concerns, parents are increasingly scrutinizing & evaluating their children’s food choices. Unfortunately, packing school lunches can be complicated and frustrating and at the same time parents have no control over what their kids get fed at school. To address this health challenge, Kraft joined forces with Lunchboxes UAE, a local community-focused healthy eating initiative, to spark a Lunchbox movement across UAE – a first for the region.