2020/2021 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

The idea revolves around a physical interaction that happens in the offline world and that proves that innovative experiences can be analog. Our nutrition cart was an idea created purely out of the purpose of being interacted with when in a shopping environment. Finally, the power of this solution is in how seamless and non-obstructive the activation existed in a retail environment.

Background

Nestle For Healthier Kids launched a global initiative to cultivate healthy eating habits at home. And in MENA, 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, +70% 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.

Describe 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.

Describe the strategy (20% 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. 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, we identified that over 45% of 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.

Describe the execution (30% of vote)

To maximize the impact, we mapped the entire shopping journey, rebranded all the aisles that make part of the healthy intake for children, and turned the shopping experience into a fun journey for our little shoppers. Working closely with Nestle's nutrition specialist, we crafted the perfect recommended intake for children and visualized it through a simple pouch design that fits in the mini carts. The nutrition cart became more than an in-store execution and was carried on as a healthy movement in schools and at home. Encouraging our future generations to make healthier choices at the moment where it mattered most.

List the results (30% 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