SWEDEN– To help the Ministry of Food encourage people to eat their recommended daily intake of green goodies, Total Produce Nordic (TPN) launched ”Eat ’Em Up 2 Level Up” created by Ehrenstråhle.
Young males aged 15 to 25 were offered exclusive gear and skins from some of the worlds most popular online-games such as CS GO, Leauge of Legends and the newly released Valorant. The catch? They had to pay for each gear by eating fruits and greens and prove it by posting a video of them doing it on Facebook!
The interest for gaming and e-sports is larger than ever and is continuously growing. Especially during the lockdown which has made more people more eager than ever to entertain themselves at home. So what better way to reach guys than trough one of the things they love – gaming. And reach them we did. With a whooping 62 percent of the total of our target audience reached and with everything from dragon fruit to celery being chowed down the campaign.
The stereotype depicts gamers food interests as being limited to energy drinks, chips and nuked pizzarolls. Even if it’s not all that bad our challenge became to peak their interest in different flavours without pointing any fingers. Fruits and greens needs to feel fun and we need to entice with something other than boring old health- and climate arguments in order to succeed.” says Claes Henriksson, Head of Marketing & Communication at TPN.
Eat ’Em Up 2 Level Up ran from June 14 to 25 on Facebook where the Ministry of Food posted expensive skins and armor – for example the legendary AWP Dragon Lore till CS GO – daily during the campaign. All the gears where up for grabs but to get them the participants had to eat the right amount of the specified fruits and vegetables connected to each gear and post a video of themselves doing it. First to post go the gear. During the campaign the Ministry of Food collaborated with Esportal – one of Swedens largest sites for gamers.
CREDITS:
Agency: Ehrenstråhle
Client: The Ministry of Food (Kostministeriet)
Creatives: Johan De Cal, Zeynep Sahin
Business director: Jenny Wikman
Social media manager & PR: Anna Mattsson
Design Director: Andréas Silverblad
Designers: Simon Sehlén, Fanny Vickius
Illustrations: Erika Lindblom
Account Manager: Marie Molander
