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!