OpenIDEO is an open innovation platform. Join our global community to solve big challenges for social good. Sign Up / Login or Learn more

Grocery GUIDES

Gives grocery shoppers a comprehensive guide on how to go about grocery shopping

Photo of Jodie Koh
0 2

Written by

To limit the number of shoppers at grocery stores, the Ministry of Works in Malaysia imposed a rule that limits the only "head of households" to grocery shop. With the head of the family usually being husbands and dads, Tesco in Malaysia had created a comprehensive shopping guide detailing names of different types of fresh produce and different parts of meats in efforts to help this group of people navigate grocery shopping, an activity that they rarely carry out. 

Though not directly helpful in spreading information about COVID-19, I think this effort successfully highlights measures taken during COVID-19 as well as helps the community navigate their new reality in a few dimensions. 


Firstly, it reminds the community about the recently imposed rule of having only heads of households shop for groceries to limit the number of shoppers as well as helps to reinforce social distancing measures. Next, the campaign is contextually apt as men are usually seen as the head of households in the cultural context of Malaysia. This campaign off-handedly encourages this group of the population to carry out this errand that isn't typically or regularly taken up by them. Lastly and most importantly, this campaign includes a hint of wittiness that takes attention away from the detriments of these uncertain times and instead focuses on helping the community navigate ways in dealing with their new reality of being under shelter in place rules. Instead of reminding people about the pandemic, it reorients our community, giving them a structural pillar to adhere to their new lives while including some humor in its midst. 

Upload or share a link to this resource/message/source of information to share it with others.

https://says.com/my/fun/tesco-malaysia-made-a-viral-grocery-guide-for-husbands-to-differentiate-food-items

Did this resource motivate you to change your behaviors?

  • Yes

Did you share this information with your network?

  • Yes

Where are you getting information around COVID-19?

  • National Government
  • News: Television
  • News: Digital
  • Social Media
  • WHO (World Health Organization)

What populations or personas are not currently being addressed with today’s COVID-19 information?

Food delivery services: How they're protecting themselves physically and mentally during these times.

What is your current profession?

Student

In what city are you located?

Kuala Lumpur

In what country are you located?

Malaysia

0 comments

Join the conversation:

Comment