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.

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.

Describe the final product (40% of vote)

Since not all innovations need to be digital, our thinking revolves around an analog piece, one that is modular in nature and cost-effective. We designed bespoke pouches that fit perfectly within Carrefour's existing children trolleys. These pouches where divided into food groups, representing the right portion needs and nutritional intakes that kids in this region need.

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