Campaign to promote healthier lunchboxes

SUMMARY

Research has found that the majority of packed lunches eaten in English primary schools were not meeting nutritional standards. To help parents create healthier, simpler, affordable lunchboxes, Veg Power teamed up with DreamWorks Animation to create a Kung Fu Panda: Dragon Knight lunchbox guide and weekly planner. My role was to develop a style for the toolkit that would fit with the branding for the franchise and design a series of campaign resources.

CLIENT

Veg Power x Dreamworks' Kung Fu Panda

MY ROLE

Art Direction
Print Design
Illustration
Web Graphics

TOOLS

Adobe Photoshop
Adobe Illustrator
Adobe InDesign

Project brief

BACKGROUND

Veg Power is a not-for-profit nationwide alliance with a mission to inspire and support kids to eat more veggies. As part of their new ‘Simply Veg’ campaign, they teamed up with DreamWorks to create a lunchbox toolkit with tips from top experts featuring characters from the new Netflix series, Kung Fu Panda: The Dragon Knight, to get kids excited about a healthier lunchbox.

OBJECTIVE

Research found that fewer than 2 in every 100 packed lunches eaten in English primary schools met nutritional standards, and just 1 in 5 had any vegetables or salad included. This Kung Fu Panda collaboration was designed to:

help parents & carers create healthier, simpler, affordable lunchboxes
encourage children to accept healthier lunchboxes
provide support during these challenging economic times.

Approach

With expert content provided by the Veg Power team including nutritionists and food specialists, and the use of brand assets supplied by DreamWorks, I was employed to develop a style for the toolkit that would fit with the branding for the franchise. All designs were subject to DreamWorks' approval.

DELIVERABLES

Double-sided A3 wall chart to fold into A5 booklet, distributed in both a digital and print format
A4 printable lunchbox planner
graphics for social media toolkit

Lunchbox Guide

The main resource of the campaign is an A5 booklet which folds out to an A3 wall chart with 4 sections on the reverse. The sections included:

front cover featuring characters from Kung Fu Panda: A Dragon Knight
back cover outlining the competition to win a TV bundle
top tips to encourage kids to eat vegetables
nutrition advice and how-to guide

Wall Chart

The wall chart makes suggestions to help children, and their parents or carers, choose five key components which make up a healthy lunchbox.

Lunchbox Planner

The weekly lunchbox planner is downloadable and designed to be printed at home.

Icon Design

A set of icons represent the 5 recommended components - main, fruit, snack, vegetable & water.

Social media graphics

A series of digital assets were needed to promote the campaign on the Veg Power website and across a range of social media accounts including Instagram, facebook and Twitter.

Outcome

To test and evaluate the effectiveness of this campaign Veg Power placed the resources with 2,000 children across 20 primary schools in Scotland, Northern Ireland and England in January and February 2023. Parents were asked to complete an online survey. A total of 112 responses were received, enough to give a clear indication of the effectiveness of the resources.