The Foodstars

Inspiring kids about the joy of eating fruits and vegetables

Client
Albert Heijn
Service
Branding
Deliverables
Character illustrations, Character cards, Mobile application
Year
2020

“Stop playing with your food!” “No veggies no dessert!”  We’ve all been there and we all know finishing a full plate of peas, carrots or broccoli can be quite a challenge. 

Wait…Did someone say challenge?

Food is not only the source of vitamins, but also of imagination.

We took up the challenge to change the way kids look at nutritious foods. We decided to turn the ‘bad guys’ on a kids plate - let’s face it, veggies are usually the enemy - into the superheroes of every meal. Result: 64 unique Foodstar characters, each with their own identity and backstory.

We dared families to become the star of their own food challenges.

Eating healthy is a shared responsibility between young kids and their parents. So we figured; why not involve the entire family and allow everybody to enjoy the fun of healthy products? Fuelled by the popularity of viral social media challenges we created a fun and low-key food related challenge for every character. Without having to waste or through away food. Of course.

“All the challenges were critically tested by our kids panel.”

The app allowed kids and parents to form groups in which they could start and upload their challenge photos or videos. Once all the challenges are uploaded all team members can cast a vote on who is the winner of the specific Foodstar challenge. 

Inspiring kids about the joy of eating fruits and vegetables

The Foodstars

Client
Albert Heijn
Service
Campaigns
Deliverables
Character illustrations, Character cards, Mobile application
Year
2020

“Stop playing with your food!” “No veggies no dessert!”  We’ve all been there and we all know finishing a full plate of peas, carrots or broccoli can be quite a challenge. 

Wait…Did someone say challenge?

Food is not only the source of vitamins, but also of imagination.

We took up the challenge to change the way kids look at nutritious foods. We decided to turn the ‘bad guys’ on a kids plate - let’s face it, veggies are usually the enemy - into the superheroes of every meal. Result: 64 unique Foodstar characters, each with their own identity and backstory.

We dared families to become the star of their own food challenges.

Eating healthy is a shared responsibility between young kids and their parents. So we figured; why not involve the entire family and allow everybody to enjoy the fun of healthy products? Fuelled by the popularity of viral social media challenges we created a fun and low-key food related challenge for every character. Without having to waste or through away food. Of course.

“We needed a safe and private environment for our young target group.”

Our primary target group was between 6 and 12 years old, so we had to be very careful in terms of privacy. Legally they are not allowed on social media and some kids don’t have their own device. So we built a custom app, compatible for smartphones and tablets which allows multiple locally stored player accounts. 

“All the challenges were critically tested by our kids panel.”

The app allowed kids and parents to form groups in which they could start and upload their challenge photos or videos. Once all the challenges are uploaded all team members can cast a vote on who is the winner of the specific Foodstar challenge. 

Results

580

challenges completed