ENCOURAGING A MILLION KIDS TO DEVELOP A RELATIONSHIP WITH THEIR FOOD
Tesco came to us with an idea of creating a platform to engage kids and their families with their food through schools and Tesco stores. They had already worked with another agency to develop a brand and had announced a launch date, but had no solid idea about what to create.
THE SOLUTION: PHASE 1
After consulting with a focus group of teachers, it became clear that lesson planning was a large part of their lives. So, working with teachers, we created a series of lesson plans that could be used in conjunction with any discipline, to bring an awareness of food and ingredients to the class. We also set up a system where teachers could book field trips to farms and Tesco stores, called ‘Farm to Fork Trails’.
THE SOLUTION: PHASE 2
Following from the success of the launch, we identified a unique opportunity to go one step further, to allow pupils the chance to explore the world of food from their own classroom, via Google hangouts (a European first!).
Within six months of launch, more than 8,500 primary schools had signed up – that’s more than one in three in the UK. Thus far, Online Field Trips have been viewed over 60,000 times, while more than 700,000 children have directly interacted with Eat Happy.
Oh, and we won a UXUK Award for best education experience.