2017 Silver Health & wellness

OgilvyOne

Client: Public Health England

Be Food Smart

Campaign overview

What’s really in your food?

With childhood obesity reaching alarming rates in England, the right tools were needed to educate parents and help them make the necessary changes to family mealtimes, in a simple and easy way.

Strategy

More than 15 children start primary school overweight or obese, rising to a third by the time they leave.

Research reveals, without realising – children are eating three times more sugar than the recommended daily guidelines. Amongst parents whose children were consuming the equivalent of three or more sugar cubes at breakfast, 84% considered the breakfast to be healthy.

Something needed to change.

OgilyOne wanted to help families recognise how much sugar, salt and saturated fat was in their food and make cut backs to reduce their intake. They set out to tackle the problem by helping by as many parents as possible to ‘Be Food Smart’ and alert families of the health-harms of over-consumption.

The aim was to provide parents with the tools to recognise what’s in their food and make healthier choices in a digestible, bitesize format that was easy to access and manage.

Creativity

Alongside an eCRM programme, fun-filled, educational pack were created for parents and kids and distributed via 16,500 primary schools in England.

The pack encouraged families to explore what’s in their food with a game - quiz questions that challenged assumptions about popular foods. At the game’s end, players were invited to scan products to find out the answers using the Be Food Smart app or by checking labels.

Stickers were also shared to reward participation, in order to help sustain healthy behaviours.

Over four weeks, an email campaign went out to parents suggesting simple swaps and recipes to make along with discount vouchers to incentivise the trial of healthier food choices at mealtimes. Families were also challenged with ‘mini missions’ such as cutting back on sauces like ketchup, the top product scanned via the app, and keeping to two snacks per day.

Results

71% of mums surveyed at the campaign’s end were aware of Be Food Smart and nearly a third of respondents recalled receiving the pack as a source of awareness.

Almost two-thirds of mums reported making a change to the food or drink products they bought or gave to their children as a result of the campaign, with the majority of those contacted saying they had continued to do so.

Most app users reported using it a number of times; 64% saying they had used it three times or more, and 42% still using it regularly after the campaign period’s end. Three in four also reported recommending the app to others.

Three months later, over 60% of parents were continuing to make changes. Almost all who had made any changes, felt they would continue to do something, indicating that Be Food Smart helped to create long term behaviour change.

Team

Marcus de Pfeiffer-Key (Account Director) OgilvyOne - Alexanda Newman (Senior Experience Planner) OgilvyOne - Charlie Wilson (CCO) OgilvyOne - Brooke Clark (Copywriter) OgilvyOne - Ana Quina (Art Director) OgilvyOne - Cleber Zerrenner (Senior Designer) OgilvyOne - Andy Davis (Creative Director) OgilvyOne - Sue Streatfield (Senior Producer) OgilvyOne - Lauren Rogers (Account Manager) OgilvyOne - Dominique Bergantino (Client Partner) OgilvyOne - Felicity Weller (Delivery Director) OgilvyOne - Gordon Green (Senior Data Consultant) OgilvyOne - Howie Luke (Senior Creative Artworker) H&O - Leslie Watts (Senior Creative Artworker) H&O

Contributors

Freuds PR (Content) M&C Saatchi (Asset Creation ) Paragon (Email Service Provider) 23Red (Partnership Offers)