2020/2021 Winners & Shortlists

Background

Nestle For Healthier Kids launched a global initiative to cultivate healthy eating habits at home. And in the UAE, obesity is twice as high as the global rate. In addition to that, balanced meals and healthy eating isn’t new news. We’ve seen these campaigns before and people have become borderline numb to the different brand messages. What we needed was an entry point into action that speaks to both kids and parents alike. Because at the end of the day, +80% of parents are aware of healthier eating habits. But how many actually act upon that knowledge… especially when we know the high impact of pester power on parent decisions. What we believed is that not every big problem needed a big solution.

The Interpretation of the Challenge (30% of vote)

Historically, millions have been spent on ATL campaigns and educational programs related to healthy eating habits. But the obesity problem persisted, and we’ve seen how kids in this region are being affected. Our challenge was thus two-fold: How do we instigate a behavioral change of a recurrent problem, without the support of a 360 campaign? How can Nestle play an active role in driving the agenda of healthier eating habits amongst children?

The Insight / Breakthrough Thinking (30% of vote)

It’s often said healthy habits start at home. But we realized that good eating habits can start even earlier. Have you ever noticed how much influence kids have on purchase decisions in a supermarket? Pestering power is real, and parents always fall into that trap whenever their kids are shopping with them. After going through Carrefour’s shopper footprint report, a big portion of weekly stock-up shopping missions happen in the presence of children. So before we teach kids how to eat healthy. We needed to teach them how to shop healthy. At the end of the day, you can’t prepare a balanced meal in the absence of balanced ingredients.

The Creative Idea (20% of vote)

Carrefour had relatively obsolete mini shopping carts for kids. Because there was no real reason for anyone to use them besides for the quirkiness associated with it. And by being mindful of our budget limitations, we decided to turn those forgotten carts into the solution. NUTRITION CART How we transformed a forgotten in-store item into a vehicle of healthy shopping for children. A kid’s trolley designed to reflect the balanced food requirements recommended for children in the UAE. To maximize the impact, We mapped the entire shopping journey. Rebranding all the aisles that make part of the healthy intake for children. And turned the shopping experience into a journey for our little shoppers. Encouraging them to make healthier choices at the moment where it mattered most.

The Outcome / Results (20% of vote)

150 carts +15,000 family interactions +7,000 repeated visits +9 tonnes of fruit and vegetables sold +95k impressions on social media All of this in only 8 weeks