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Grab Kids Attention in the Vegetable Aisle!

Parents drag kids through the produce aisle as they enter the grocery store. So why not use the opportunity to show kids the connection between some of their favorite book and cartoon characters and the healthy vegetables that inspired them?

Photo of Demian Repucci
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There is an opportunity in the vegetable aisle rarely taken advantage of. Advertising to kids! There are countless children's books, cartoons and movies that center around farm animals, vegetables, fruits, etc. So why not use the opportunity to draw kid’s attention to the good stuff behind the stories? An ad feature stand for Ratatouille could help kids realize that they can make the actual dish they saw in the movie! There could be tear-off recipes along with all the vegetables needed. Once kids see and get excited they will want mom or dad to help them make it. Publishers and movie companies could benefit from the cross-over advertising opportunity by also stocking the movie DVD. There could also be brand expansion with a Remy Cookbook, Remy aprons, wooden spoons, stuffed animals. All right there in the vegetable aisle! Movie companies would pay for the merchandising opportunity, kids would get excited about eating healthy and grocers (and farmers) could benefit from the new interest from kids.

Age of kids. The solutions to changing kids’ eating behaviors will vary depending on their age. What works for a toddler won’t necessarily fly for a teenager, although we suspect some concepts might be appropriate for all ages—even adults! Which age bracket does your concept address (tick all relevant boxes)?

  • Elementary (Kids) 5-10
  • Middle school (Tweens) 11-13

Hurdles to success. Helping kids make smarter food choices comes with a variety of hurdles that have to be addressed in order for a design solution to be successful, which of these do you think that your Concept overcomes (tick all relevant boxes)?

  • Expense and Convenience
  • Lack of Knowledge

Evaluation results

7 evaluations so far

1. Food Knowledge - To what extent is this concept teaching people about food knowledge?

It's teaching people a great deal about food knowledge - 12.5%

It's teaching people a moderate deal about food knowledge - 50%

It's teaching people a little about food knowledge - 37.5%

It's not focused on food knowledge - 0%

2. Cooking - Is this concept focused on getting people to cook?

It's all about getting people to cook - 50%

It's moderately about getting people to cook - 25%

It's getting people to cook a little - 12.5%

It's not focused on cooking at all - 12.5%

3. Originality - How original is this idea?

This idea is extremely original - 12.5%

This idea is somewhat original - 62.5%

This idea has some originality about it - 25%

I have seen this idea before - 0%

4. Scalability - How scalable is this idea across communities and geographies?

This idea can be scaled across many communities and places - 37.5%

This idea can be scaled but needs some work - 50%

This idea will take a fair bit of work to scale - 12.5%

This idea cannot scale at all - 0%

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Photo of Shuting Zeng

Who had done this all the time? Junk food industry. I did a research on kids's menu from 1995 on for 10 years. By analyzing a kids menu contest I found that fast food restaurant winners never really improved what kids can eat, but what kids can play with when eating the same mac n cheese forever. The way they do it is: bringing in Disney characters on the menu and even Disney games next to kids' dining table, gamifying the dining experience such as letting kids to choose from colorful, visual menus with mostly french fries and burgers, and also abducting parents to fulfill their parental obligation to participate in food entertainment.

In case you are interested, my research is here:
http://shutingz.wordpress.com/2014/04/01/the-best-kids-menu-in-america-when-fun-gets-over-food/

But I believe we can do better to attract kids to the good side of the menu :) Would be great to present lego and vege together to kids too!

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