BACKGROUND
Nestlé’s purpose is enhancing quality of life and contributing to a healthier future. We want to help shape a better and healthier world. We also want to inspire people to live healthier lives. This is how we contribute to society while ensuring the long-term success of our company. To bring alive our purpose and drive the equity of Nestlé as a leading nutrition, health and wellness company we are working towards a designing a corporate campaign.
We believe that when parents are armed with nutrition knowledge, they model good food behavior and improve the nutrition reality for their families. Hence, we want to enable parents to make good food choices by making nutrition knowledge accessible and uncomplicated. To begin with, we will deliver customized meal plans to parents for children from birth to 12yrs as a service. Meal plans will be customized by cuisine (north, south, east, west, All India), age wise nutrition needs, veg/non veg and allergies.
This knowledge will be delivered via a voice enabled virtual nutrition expert called NINA (Nestlé India Nutrition Assistant), embedded on our website, “asknestle.in” and accessible via Google Assistant App on phones.
Note: To access the service, download Google Assistant on your mobile, open the app, press the mic button and speak “Ask Nestlé’. Nestlé NINA will then start speaking to you and will help you with nutrition basics and will generate customized meal plans for your child from birth to 12yrs.
CHALLENGE
We will promote the free meal plan service of “Ask Nestlé” in print and social media, by targeting parents who are searching for key words related to food, nutrition, fussy eating, etc.
What is the compelling creative we use to promote the service, so that each and every parent who sees the creative, seeks the service?
There are 50cr mobile phones that have Google Assistant pre-loaded, but only 3 lakh daily users of Google Assistant. How do we get parents to start accessing the Ask Nestlé service on their already installed Google Assistant Apps?
Sometimes technology can fail us at the most inopportune moments. How do we make sure moms are able to navigate the service via voice?
How do we communicate simple step by step instructions in print and social media on how to access the service in an interesting and memorable way?
AUDIENCE
Moms and dads of children up to 12yrs old living in top 53 cities of India.
Moms and dads know that good nutrition at an early age is the foundation of healthy growth and development. They spend a large part of their day concerned whether their child is eating right. Inculcating the right food habits, making sure the child does not leave food in the plate and ensuring the best nutritious meal every day is key to these parents. They have a 24-hr clock ticking in their head and everyday is a battle to get the foods from the nutrition list into the child’s tummy. Each morning the next day, the battle begins again.
These parents are knowledge hungry and are looking for nutrition information on Google, Facebook, friends/family, Whatsapp and parenting platforms, but each comes up short. They are looking for simple, easy practical tips and tricks from experts.
CONSIDERATIONS
Brand attribution of the service should go to Nestlé and not Google.
“Ask Nestlé” is the brand name, critical to seed this.
The service focuses on humanizing nutrition knowledge, delivering expert advice with empathy and giving practical tips and tricks. Content makes a genuine effort to teach nutrition basics so parents become self suf cient w.r.t. making the right nutrition choices.
Service is offering personalised meal plans, with functionality of food item replacement, explanation of nutrition value of each food item.
DELIVERABLES
An unmissable, clutter breaking big idea to catapult awareness and word of mouth about this service.
SUBMITTING YOUR ENTRY
- Post 1-6 A2 Presentation Boards, or
- Upload a PDF
- Your entry should include a written document guide, and Google Drive or Dropbox links to your source material.
