Vea is an Argentinian supermarket that sell natural and healthy food at a reasonable price. Its main objective is to fight malnutrition and bad alimentary habits in Argentina, a society where this topic is hot. Especially when we talk about parents who want their kids to eat better. The brief was to develop an idea who can help them.

Children put everything on their mouths. Keys, cellphones, toy soldiers, hot wheels, coins, etc. Everything except vegetables. To encourage the habit of eating vegetables from childhood, we created an assorted pack of vegetables with the shape of those objects that the children usually put in their mouths. VeggieHacks is the first pack of healthy and nutritious things to be taken to the mouth.

With the help of a nutritionist and a food designer artist we created a pack that combines the vegetables more nutritious to kids, but also less eaten, with the shape of things that kids take to their mouth. We combine daily objects such as cellphones, toys, keys, etc. and we test several technics so we could arrive to the best shape without losing nutrients and flavor.

The strategy was to continue building within nutritional platform of Vea supermarket. The difference of Vea with other natural supermarkets is it accessible prices, so that’s why we communicate it to parents of a wide socio-economic range and we aim to a well-known cultural insight.

We release Veggie Hacks at Vea Supermarkets in samples form. In our social networks we encourage people to share with us the results in their homes and also to take it further and discuss and share with us their best tricks or hacks to give vegetables to their kids.

Veggie Hacks was launched as a limited promotional sample in Vea supermarkets between the 14th of April and the 20th of April 2019. We produced (and gived away) 600 items divided into 100 carrot car keys, 100 beet car keys, 100 broccoli smart phones, 100 sweet potato smart phones, 100 pumpkin remote controls and 100 potato remote controls. We increased brand awareness and social network participation inviting people to joining the discussion of how do we feed our sons in a healthier way. The campaign continues running and the impressions increase everyday.

The online video had 20 Million organic impressions in one week.

+26,9 % in vegetables sales increased in an economical crisis year