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Lunchbox Shopping Made Easy

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Sydney-based BMF campaign for ALDI

Lunchbox Shopping Made Easy

 

As the children around Australia get ready to go back to school, parents are again faced with the stress of packing a lunchbox that is both nutritionally balanced and to their kids’ tastes. The stats show that the situation is dire:
 
- 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.
- 60% of parents suspect that their kids are throwing out or swapping items from their lunchbox.
- Only 5% of lunchboxes include a serve of vegetables.
 
 
So that is why ALDI and BMF, in conjunction with the HealthyKids Association, came up with the ALDI Lunchbox Initiative. Based around an 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.
 
The initiative launched Sunday 27 January, supported by TV, catalogue, online banners and POS.
 
See the app at: www.aldi.com.au/lunchbox
 
Joint BMF ECDs, Carlos Alija & Laura Sampedro, said: “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.”
 
An ALDI spokesperson adds: “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.”
 
Credits
 
Agency: BMF
Client: ALDI
Media Agency: MAXUS
PR: PPR
 
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BMF, Thu, 31 Jan 2013 10:11:11 GMT