Supermarket Aldi has teamed up with the HealthyKids Foundation to create a new app to help take the stress out of getting kids lunchboxes nutritionally balanced.
BMF has created the Lunchbox Initiative campaign, which is supported by TVCs, catalogue, online and banner ads, as well as pint of sale branding, to support the app.
The idea is to flag a list of approved foods sold in the supermarket and create a week’s worth of balanced lunches at the click of a button, and allows parents to create profiles for kids for what they do and do not like.
Joint BMF ECDs, Carlos Alija & Laura Sampedro, said: “As parents, we know that it’s easy to fall into the routine of packing the same old stuff in lunchboxes each week.
“What’s more, if you don’t make an effort to keep it exciting, I’m sure the kids are going to school and swapping their banana for someone else’s chocolate bar.”
An Aldi spokesperson added: “For years we have been hearing from parents that lunchboxes are a daily battle, so we are really proud to be offering a tool that should help alleviate some of this stress.”
Agency: BMF; Client: ALDI; Media Agency: MAXUS; PR: PPR