2020/2021 Winners & Shortlists

Background

In the UAE, obesity is twice as high as the global rate. 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. After going through Carrefour’s shopper footprint report, we identified that over 65% of shopping missions happen in the presence of children. So our objective was to target those families with kids and influence their shopping behaviour. Budget was practically non-existent. But the cause, in itself, was big enough to create partnerships. As a result, media space in Carrefour was offered for free, along with the accompanying touch points. We proposed a practical, pragmatic and modular design solution that required minimal intervention and could be implemented in Carrefour nationwide.

Describe the creative idea (40% 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.

Describe the execution (40% of vote)

Key elements of the design that are integrated into the cart design are: Effectiveness: a clear design, that triggers a behaviour, in this case based on the children's active learning of filling spaces and matching colours. Functionality: creating a non-invasive solution fitting the natural environment of the supermarket, creating the maximum impact with no disturbance for the user. Pleasing to the eye: creating a colour coding system for the cart that facilitates navigation of the different sections of the store, allowing kids to complete a balanced shopping journey. Touchpoints included the carts itself, and the wayfinding system of the supermarket- so kids could easily identify which products from which food group/section correspond to which section of the cart. Considering the high traffic of a hypermarket, we chose colourful plastic mesh, easy to clean and quick to replace for our cart intervention.

List the 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