Understood how urgently Hongkongers needed to eat a healthier balanced diet, General Mills mounted an initiative to make Green Eating more exciting!

Initiate “PAIRING FUN”

To tear off association that Green Eating = Boring, we provoke Pairing Fun to let people understand the unlimited food pairing possibility, firstly with a friendly catchphrase - “Soooooo Easy to Pair ????Easy” (Pronunciations of So and ? (Chinese word of Vegetables) are identical in both languages), highlight the habit as an everyday-, easy-to-go-healthy action.

As Hongkongers love playing games, secondly we pair people’s favorite game – Mahjong, with the brand’s nutritious veggie dumplings and the great variety of vegetables. People could customize a free “Healthy Mahjong Cookbook” overflowing with inspiring recipes for irresistibly healthy Green family meals!

1.Tour Activation: Start your healthy diet

We inject Green Energy into meals. To initiate an easy start, General Mills offered free Healthy Mahjong sets with their new veggie dumplings when people showed interest in making commitment to Green Eating. People were further encouraged to play Healthy Mahjongs with friends & families, follow the ingredient combinations and DIY their own healthy green recipes at home.

2.Social Media: Reinforce Easy-Go-Green

The Mahjong Cookbook concept also earned overwhelming support from top media titles. The popular local press – Apple Daily, joined the activation and launched the “Ancient Secrets to Go Green” Parody Videos for viral “Green Eating Tips” in a light-hearted way. People could learn more healthy recipes on the campaign site when they felt hungry to eat Green.

3.KOL supports

We got massive support from Hong Kong’s influential veggie-cooks with organic spread of “Green Cooking-Fun Classes”, allowed easy actions for big impact.

General Mills created a successful recipe of persuading Hongkongers to start Green Eating:

1. Encouraging response and engagement

- Over 900,000 impressions from targeted community

- Over 30,000 participations in various digital game and tours

- Over 85% of respondents committed in regular Green Eating for at least one day a week

- Over 150% increase in veggie dumplings’ monthly purchases, 5X exceeding the preset KPI

2. Flipped to a positive attitude towards Green Eating

Inspiring feedbacks on social media were received. To quote a few:

“Healthy Mahjong Cookbook is a cute gimmick instantly igniting my interest to follow the veggie blocks and cook a Green meal” – comment from Apple Daily facebook fanpage

“My kids LOVEEEEEE the game, it is remedy to ease my boys’ No-Nos to vegetables. I will definitely buy veggie dumplings to try more nutritious green-pairing” – comment from BabyKingdom, hot-hit Mom forum in Hong Kong