Lunchbox shopping made easy with ALDI Lunchbox Initiative app and campaign via BMF
ALDI and BMF Sydney, in conjunction with HealthyKids Association, have launched the ALDI Lunchbox Initiative with an app and integrated campaign to help parents face the stress of packing lunchboxes that are both nutritionally balanced and to their kids' tastes. The initiative is supported by TV, catalogue, online banners and POS.
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The stats show that the situation is dire that over half of parents are
stumped for ideas on what to pack and just fall back on a very limited
repertoire of lunch box fillers, that 60% of parents suspect that their
kids are throwing out or swapping items from their lunchbox and only 5%
of lunchboxes include a serve of vegetables.
Based around the app and website, the initiative aims to educate and utilise an approved list of ALDI products to generate a week's worth of balanced lunchboxes at the click of a button. For added personalisation, and to involve children in lunchbox making process, the app allows parents to create user profiles for each of their kids, including food that they do (and don't) like.
Says Carlos Alija & Laura Sampedro, joint BMF ECDs: "As parents, we know that it's easy to fall into the routine of packing the same old stuff in lunchboxes each week. What's more, if you don't make an effort to keep it exciting, I'm sure the kids are going to school and swapping their banana for someone else's chocolate bar."
Says an ALDI spokesperson: "For years we have been hearing from parents that lunchboxes are a daily battle, so we are really proud to be offering a tool that should help alleviate some of this stress."
Agency: BMF, Sydney
Client: ALDI
Media Agency: MAXUS
PR: PPR
Based around the app and website, the initiative aims to educate and utilise an approved list of ALDI products to generate a week's worth of balanced lunchboxes at the click of a button. For added personalisation, and to involve children in lunchbox making process, the app allows parents to create user profiles for each of their kids, including food that they do (and don't) like.
Says Carlos Alija & Laura Sampedro, joint BMF ECDs: "As parents, we know that it's easy to fall into the routine of packing the same old stuff in lunchboxes each week. What's more, if you don't make an effort to keep it exciting, I'm sure the kids are going to school and swapping their banana for someone else's chocolate bar."
Says an ALDI spokesperson: "For years we have been hearing from parents that lunchboxes are a daily battle, so we are really proud to be offering a tool that should help alleviate some of this stress."
Agency: BMF, Sydney
Client: ALDI
Media Agency: MAXUS
PR: PPR
It is really hard for parents when kids prefer to eat unhealthy food to vegetables and fruits.
Very nice.
Finally getting somewhere with Aldi, good to see.
Nice one. Well done Spaniards.
THAT IS WHAT STAUDY IS TALKING ABOUT! #advertising
Funny stuff! I don't have kids... but I'm going to get the app for my work lunches.
Really like it. Well done Carlos Aliyayayaya!
This, Santa and the nappy ad – and for ALDI of all crappy clients.
My only problem (and it's not a problem) is you're making ALDI look more premium than Coles and Woolies. Maybe that's part of the strategy.
Cheap supermarket no more!
when ECD's dont spend all day commenting on their own work.
getting a bit old innit?
yeah, strong stuff for Aldi of late
Casting is brilliant. Patronizing look from the girl is priceless.
Good non-verbal communication.
Very nice. Relevant, funny, doesn’t try to hard. And it spends the whole time in the store.
Thank you. I have my 5year od grand daughter stay with me from time to time and getting her to eat reasonable healthy is a nightmare. I bought her a lunchbox as close as I could to the colour of they one you use and asked her if she would like to pick her own food and put it in the lunchbox.for the day. WHAT A VICTORY. She said can I have this Nanna. My reply was you can have what you want but whatever you pick you have to eat.. No problem with it so far. Thanks again Aldi