Nestlé Australia, a part of the world’s largest food company, was looking for a promotional product that would align with their Choose Wellness campaign which helps inform and educate consumers about Nestlé’s products in the context of health and wellness.
Inck was asked to develop a branded merchandise item that could be distributed to consumers across an almost universal audience (including infants and kids) that would further promote the Choose Wellness campaign message. With a $1 or less budget, the giveaway needed to be highly relevant, carry and educational message and influence consumer behaviour.
The ‘Nestle Choose Wellness Portion Plate’ featured an eye-catching design illustrating healthy food choices and offered a practical and engaging way to portion control at home. With two plate designs – one for adults and one for kids – the plates were supplied well under budget despite a time-consuming and complex route to market (gaining approval from the rigorous Nestle Safety & Compliance team). Over 160,000 plates were distributed to consumers through the integrated campaign via Nutritionists, partners such as the AIS, Healthcare Professionals and a highly successful Shopper campaign developed by Evo agency in Westfield Centres nationally reaching more than 150,000 shoppers. The concept was so successful that the campaign continues to this day. It features prominently on the Nestle company website an integral part of the Choose Wellness campaign success and was acknowledged with an APPA award (for Limited Budget).