Nutribén, spanish company leader in infant feeding in pharmacy, orders us to modernize and rejuvenate the brand through technology without losing its quality and safety. We wanted to transform what can sometimes be difficult mealtimes into a fun activity for parents and children creating FunFood, a free application for tablets that uses entertainment to teach children to eat well.

It is based on a very clear insight: parents no longer know how to entertain their children and get them to eat properly. The application offers a series of imaginary worlds with which children can interact while they see themselves on the screen and the characters get upset if the children do not eat. The stories reward the children when they eat properly with sounds, photos and colours.

The initiative is closely linked to the product, not only because it is used at meal times but also because the pin codes, which can be obtained from Club Nutribén, provide access to exclusive parts of the game.

FunFood strategy is long term, first year has been the production and launching phase and the second will be the communication and downloads.

FunFood strategy is long term, first year has been the production and launching phase and the second will be the communication and downloads. For the communication of the app we will make a noticeable action and then will flows through the different communication channels: Facebook, bloggers, Nutriben Club, POS, display and merchandising of the characters of the app.

Fun Food has over 70 media mentions (in motherhood media, advertising industry, mainstream media, blogs...)

At the moment it has been awarded in four festivals: El Chupete (gold), Inspirational (silver), Best Pack (gold) and two mentions in the CDC.

In the first month of the campaign has 4,400 downloads of the app in tablets.