This GPS tool helps parents avoid fast-food routes

As the saying goes, 'you are what you eat'. And for Ad Nut, that means a diet consisting mostly of seeds, nuts, fruit and vegetables, which is healthier than most. Admittedly, the occasional cashew nut binge doesn't help the waistline, but temptation is sometimes hard to resist.

 

However, the woodland is a far cry from the urban jungle where humans are confronted with fast-food outlets at every turn. It's easy to fall prey to unhealthy eating habits, especially for the young and impressionable. 

 

That's why the world's largest kiwifruit marketer, Zespri, has launched its Healthier Ways initiative to help parents in the healthy eating battle for children. The new online navigation tool, first launched in Western Sydney, will support the six in ten (59%) parents avoiding travelling routes with junk food ads or generally avoiding taking their kids to fast-food or junk food restaurants, according to commissioned research by Zespri Kiwifruit.

 

By scanning a QR code, either on the Healthier Ways website or featured on OOH ads, parents can access an online map tool that will enable them to take the healthier way to their destination by avoiding travelling routes with junk food ads or fast-food restaurants.

 

 

"We’re giving families the choice to go the Healthier Way with our online navigation map tool and a chance to grab a healthy fruit snack on their way via our Zespri SunGold Kiwifruit pop-up," said KokHwee Ng, general manager, global marketing, Zespri. "Western Sydney is densely populated with fast-food outlets, so we wanted to increase kids' exposure to healthy food choices."

 

Zac Pritchard and V Wassim Kanaan, creative directors at Dentsu said: "It’s been a monumental production effort across all sectors of the Dentsu business; Merkle, Dentsu Creative PR and our creative production team, and we’re super lucky to be able to partner with clients like Zespri to make brave ideas like this happen, because they’re ones that make the world a little better (healthier).”

 

A 15-second TVC that supports the campaign is very energetic... perhaps a little too energetic. Featuring singing and dancing cartoon kiwifruit characters, it may catch your attention and appeal to younger children, but 15 seconds was more than enough for this old nut.

 

Nevertheless, kudos to Zespri for launching a campaign and a useful tool to help tackle the issue. Come to think of it, have you any tools to help an old squirrel avoid the very likely event of another cashew nut binge?