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. 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. (www.Lloydstsb.ae) Glowing testimonials from children, parents & schools (Source : Lunchboxes.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 culinary 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. The initiative represented a perfect marriage of health and Since this project was a local start-up requiring substantial support, Kraft stepped in not only to fund the cause but, more importantly, to team up with schools in fighting obesity. 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. The campaign included a series of school activities such as nutrition awareness seminars for parents, free health checkups, linking school curriculum to the initiative & outdoor fitness activities.

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 canteens. 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.