2007 Fresh Food Kids campaign
We are committed to encouraging the active healthy lifestyles of kids. That’s why we introduced the Fresh Food Kids program in August 2007 to help make the consumption of fresh fruit and vegetables fun and desirable for kids.
In a recent Woolworths national survey, 93% of Australian parents with children aged between two and 16 said they would like to see fresh fruit and vegetables advertised to children in the same way junk food is.
In response to this we launched a Fresh Food Kids advertising campaign featuring three different advertisements to encourage children to make fun, easy and healthy recipes with fresh fruit and vegetables.
With over 14 million individual customer transactions a week, we recognise our capacity to reach and influence the vast majority of families in a direct way. This program is all about using our size and scale to support the efforts of health experts in delivering positive, practical messages to parents and kids.
An interactive and educational website has also been created to be used by kids and parents at www.freshfoodkids.com.au.
The program is a further extension of the work we currently do in support of children’s hospitals in Australia and New Zealand and an extension of the Fresh Food People philosophy that we’ve held for over 20 years.
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