To make physical activity more accessible and enjoyable for seniors, while also improving their health and well-being, the Wellness Cart incorporates technologies to enhance the shopping experience for seniors. These include brakes, a special grip, a pulse meter, and an odometer.

The Cart design process began in August 2023 when the client approved the project, presented a month before that; and we had a budget for manufacturing 10 of them. We had worked with healthcare professionals and industry engineers to create an update to the typical grocery cart. Safety and accessibility regulations were considered to ensure that the cart is safe and easy to use, with the cart itself being part of a better and healthier shopping experience.

The first prototypes were internally tested in January 2024, and they were launched in April 2024 to test the experience in 4 supermarkets in Chile.

When people reach the age of 60, physical activity often becomes a headache and a not-so-friendly requirement for many to take care of their health. Many only engage in physical activity if there is a daily motivation behind it, such as frequenting the shopping mall, meeting friends for coffee, or going grocery shopping.

The Wellness Cart was created to make physical activity more accessible and enjoyable for seniors, ultimately improving their health and well-being. The motivation behind it? Offering lots of discounts on Ideal/Bimbo products.

Although the Cart is still a prototype, we made them available on a rotating basis in four different supermarkets. We have already seen a 67% increase in senior citizens' intention to participate in the race. The plan is to make more carts to implement the wellness action in every Latin American market before September.

After the successful trial of the prototypes in 4 supermarkets, with an investment of 15.000 US$, the plan is to spread the activation to other supermarkets and points of sales of Ideal products throughout Chile, along with a specific call to action to participate in the Race, which takes place in September worldwide.

In the next months the Cart will be massively produced to launch the campaign in several Latin American countries too, up until the end of August, just before the next Bimbo Group Global Race.

The relevance of the innovative creation is based on several different things:

-It’s a wellness initiative that responds to the brand’s purpose “nourishing a better world”.

-It invites people to participate in an event that promotes healthier habits.

-The activation takes place in the point of sales, a place crowded with brands and promotional efforts.

The Wellness Cart is not any kind of cart. It’s a special ergonomic Cart designed with healthcare professionals and industry engineers to make older people feel more secure and stable, encouraging them to walk more. With brakes and a special grip, a pulse meter, and an odometer that indicates on an LED screen how many steps they have taken. Before leaving the supermarket, the cart prints a ticket with all this information so the consumer can share it with their doctors and gain a discount on Ideal products such as bread.

Although the Cart is still a prototype, it’s already working in several supermarkets as an experimentation scenario to see the first impact on the audience. And just like that we have already seen a 67% increase in senior citizens' consideration to participate in the Race. But still, the plan is to implement the Cart in every Latin American market before September, when the next Race takes place.