Fresh vegetables are part of a healthy diet. The European Commission spends yearly big budgets on promoting locally grown vegetables to European citizens. The target group of between 20 and 30 year-old is hard to reach due to changing media consumption. At the same time, this demographic group has adopted a new eating habit: ordering meals through home delivery. The most populair dishes are fast food and contain very few fresh vegetables. Time to break this habit by showing them the convenience that home cooked vegetables have to offer.

Home-delivered fast food is hugely popular because of its convenience. We came up with the Fast ’n Good: a meal box with one super simple meal you can cook at home. Proving that cooking fresh veggies is just as fast and easy as fast food.

To hand out as many Fast ’n Good boxes to youngsters, we launched a campaign that urged them to bring empty fast food packs (that they have tons of) and trade them for a veggie meal box.

We needed to break a habit & get more veggies on the menu. A new habit can be installed better and faster if we can link it to an existing habit. The existing habit here is fast food, the new habit is eating vegetables. By showing that vegetables fit into your diet in addition to fast food, we make it mentally easier for the target group. And action speaks louder than words. SO, instead of telling young people that vegetables are easy and quickly prepared, we convinced them by letting them try themselves. By bringing last night’s hamburger pack, pizza box, kebab wrap (or any other fast food pack), they received a free veggie meal box. At home they discovered how simple and fast it was to prepare a meal with local fresh vegetables. On top of that, we targeted them with recipe videos of other veggie meals and snacks.

The campaign consisted out of social videos/stories, a multi-influencer campaign, inner city posters, a press release and of course pop-up events in 5 different cities where you could trade trash for veggie boxes. The campaign had a very distinctive and recognizable graphic visual identity that spread over all channels. Trading trash for the meal boxes was made very easy: every kind of fast food pack was accepted, in order to distribute as many boxes as possible. On every location, all available boxes were handed out within a couple of hours.

In PR we had a total reach of 67 942 210 people. Good for a PR value of 389 761 euros. And through Facebook & Instagram we reached 76% of our target group. The millennials were also really engaged by our multi-influencer campaign: we got a high engagement rate of 6.6% which is 4 times higher than the average (1.52%). Finally, we also had an impact on eating habits: while Covid19 forced people to eat more from home, our campaign managed to get more veggies on their menu. After 7 years of a decline in the intake of vegetables, there was for the first time an increase of 11%. (source: GFK Belgium).