Food & Drink (183)
Cartoon food for thought
A new Portuguese cartoon animation project aimed at giving healthy eating habits to children all over the world will hit the TV screens. The series’ heroes gain superpowers from eating vegetables and other healthy foods. It will launch alongside other merchandising such as a trading card game in Portugal, Brazil, Hungary, Poland and Israel. Its creators have established partnerships with the World Health Organization, the Portuguese Education and Health Ministries, and nutritionist associations in several countries.
Why it matters
With negotiations to show it in the UK, Italy and Mexico and an interest form Michelle Obama’s “Let’s Move!” team, this project is a perfect example of pre-launch planning, clever use of business contacts and platforms for entertainment products. But most importantly, one of its USPs is its healthy eating mission which makes it an obvious parent pleaser. In fact, its website also has a section just for the them. If parents are the ones who spend money on children’s entertainment products, how can these be also aimed at them while providing a useful tool?
Danone has began to approach its consumers through the geolocation system, foursquare. To take part in these promotions you have to be registered to the loyalty platform Gananones.es and then ‘check-in’ to one of the two yoghurt makers which are in Barajas airport. Consumers can win free yoghurts and packs through the loyalty scheme.
The Japanese restaurant Nihondo Kampo School, serves up a unique menu to their patrons. Guests are asked to bring traditional Chinese remedies to the restaurant for cooks to prepare a delicious and healthy meal.