Challenge

Bargain Box was facing a real dilemma in attempting to attract the very people it was designed for: families.  Through extensive research, we uncovered that only 51% of parents felt confident cooking for their family, and 67% stated they needed to step up their cooking and its “creativity”. Simultaneously, we found that the majority of Kiwi parents were more likely to cook a separate meal for their kids each night. This surmounted to 850,000 kiwi families, with kids aged 0-14 who weren’t eating together! Our challenge was to demonstrate the benefits of families cooking and eating together, so more parents would subscribe to the Bargain Box way of life!

 

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Idea & Insight

Survey data and national studies strongly indicated that teenagers who sit down to family meals are less likely to be depressed or take risks in life. Additionally, and perhaps even more relevant to Bargain Box, the studies demonstrated that depriving children of the experience to cook alongside parents is likely to result in them growing up without the skills they need to look after themselves nutritionally, ultimately leading to later life health problems.

Our job was to showcase how healthy relationships can forge by cooking together – and that eating and cooking together as a family creates better eating habits later in life.

As a way to bring families together for a healthy meal, our idea centred around “healthy relationships” and aimed to get kids involved from the start of the cooking process, not just the eating!