For many New Zealanders, food is a medium through which we express our love – but unfortunately, we are expressing our love in the wrong way. We’re feeding our kids too much, and we’re feeding them the wrong types of food.
To communicate this to NZ families, we created a campaign centred around unhealthy heart-shaped foods. This iconic imagery demonstrated how New Zealanders were expressing ‘too much love’.
Too much poor quality food is part of the challenge, and so are low levels of activity. The campaign naturally extended into messages encouraging parents to get their kids off the couch and up & moving.
The messages resonated as our campaign was picked up by major TV news networks and radio stations sparking conversation and debate nationwide.