Playful Kitchen Tools make Tomato Volcanoes and Cauliflower Clouds
Nestlé products appeal to kids (and adults) by turning healthy meals into adventures
Which is more likely to work?: lecturing kids about the benefits of broccoli or turning their greens into a game? Nestlé picked the latter, creating an imaginative range of products that encourage children to have fun with their food and to pick up healthy habits along the way.
The range of 14 products has been launched in Mexico, which was declared as the country with the highest obesity rate in the world last year. If this epidemic continues, the current generation of children could be the first to live less long than their parents.
As part of its global campaign United for Healthier Kids, Nestlé teamed up with Ogilvy Paris to tackle this problem. They consulted nutritionists, scientists and psychologists, as well as gaining insights on the local culture, to create this ambitious campaign.
Instead of focusing on weight loss, the strategy was to encourage a healthy lifestyle by instilling positive behaviour every day.
For example, to encourage kids to be active, the range includes a digital pet that you wear on your wrist, which grows the more you move.
To promote staying hydrated with water; there are cups with pictures on the bottom that turn drinking water into a game of Guess Who?
The range also includes a plate to help people control food portions at every age, 3D story plates that spark children’s creativity, maracas to shake away fat and a juicer you can wrestle with.
Nestlé teamed up with Televisa, Latin America’s largest network, to create a TV show as part of the campaign. Hermosa Esperanza (Beautiful Hope) followed five Mexican families in their journey to overcome obesity. Supported by specialists and using the product range, the families changed their lifestyles, and the show gained more than 30 million viewers.
Three million people also participated in the show’s online platform, gaining tips and sharing advice on healthy habits. The movement also took off on social media, gaining twice as much support on social media as Michelle Obama’s Let’s Move Initiative.
The United for Healthier Kids campaign uses a bold and ambitious strategy to promote behavioral change, turning healthy eating into something fun. Any product that makes children want to eat their greens is genius, and its success shows that playfulness is far more effective than preaching when engaging with kids.