Vitagen partners with Nickelodeon to promote healthy eating

The 60-second video to be aired until December 31, features popular characters from the channel’s animated television series, Penguins of Madagascar, to talk about health facts and health tips.

The company has picked the holiday season to release the video. It wil be exclusively aired on television and will not be published online. The video will be aired across Malaysia, Singapore and the Philippines. 

Previously, Nickelodeon had produced similar campaigns with Nestle, Horlicks and the Singapore Health Promotion Board to promote healthy living to children. Most recent of them is the campaign with SpongeBob SquarePants and Patrick Star advised kids about the importance of eating right and exercising. In May this year, nearly 1000 kinds joined the characters for an interactive carnival.

“Working with an established health beverage like Vitagen to encourage our viewers to be proactive in maintaining healthy, active lifestyles is the essence of the Nictrition campaign,” said Vishal Kurien, vice- president of advertising and sales Southeast Asia for Viacom.

Responsible advertising has become a mantra amongst food companies in the region. Last month, 14 food companies in Singapore pledged responsible advertising to children. Amongst them were Coca-Cola, Ferrero, FieslandCampina, General Mills, Kellogg’s, Kerry, Mars, McCain, McDonald’s, Mondolez, Nestle, Pepscio, Suntory and Unilever.