Community
FRESH FOOD KIDS CAMPAIGN
Our commitment to active, healthy lifestyles for Australian children is reflected in our Fresh Food Kids program, introduced in August 2007 to encourage children to eat fresh fruit and vegetables - and to make it fun and desirable to do so.
In a recent Woolworths national survey, 93% of Australian parents with children aged between two and 16 said they would like to see fresh fruit and vegetables advertised to children in the same way junk food is.
In response, we launched our 'Fresh Food Kids' campaign which includes:
- A high-rotation television advertising schedule, with ads broadcast at times when children are traditionally snacking
- An interactive Fresh Food Kids website (www. freshfoodkids.com.au) where children and their parents can find educational material, games and kids' recipes approved by nutritional experts
- Conveniently packaged fresh fruit and vegetable snack packs.
Our Fresh Food Kids television campaign was the winner of the Parents Choice prize at the 2007 and 2008 Parent's Jury Children's TV Advertising Awards.
An integral part of this campaign is our Fresh Food Kids Community Grants program. This helps community groups to develop grassroots initiatives to promote healthy lifestyles for primary school children. This year grants were awarded nationally in July 2009. The full list of successful applicants can be seen at www.freshfoodkids.com.au.