Healthy lunchbox shopping better than “a piece of cake” with new ALDI campaign

Posted by AFN Staff Writers on 4th February 2013

ALDI Australia has united with the Healthy Kids Association to create a new campaign for “healthy lunchbox shopping.”

The ALDI Lunchbox Initiative includes a new app designed to help make nutritional lunchbox purchases, and is supported by television, catalogue and online advertising.

ALDI’s Lunchbox Initiative app includes a list of nutritionally approved foods sold in the supermarket, and allows parents to enter their children’s likes, dislikes and allergies into the app. The app then generates a week of lunches based on taste preferences from the nutritionally approved list.

The Lunchbox Initiative is also available to those without access to a smart phone, by an online email subscription.

Jennifer Madz, Nutritionist at Healthy Kids Association, says that the iPhone App and website, when used together, aim to educate and reassure parents that they are providing their kids the right balance of nutritious core foods they need every day.

“The ALDI Lunchbox initiative provides a solution for parents that are feeling uncertain about whether they are providing their kids with a balanced diet, particularly as a day’s lunchbox can make up around a third of their daily nutritional requirements,” Ms Madz said.

Parents can identify lunchbox food products in-store by looking for the “ALDI Lunchbox” logo that will appear on product shelves next to products included in the initiative. The ALDI Lunchbox iPhone App and website provide more detail on how often and how much of each of these foods and drinks go into making a balanced lunchbox every day.

The new campaign promotes the app as “making lunchbox shopping so easy, even kid’s can do it” and features children pushing their parents in a trolley around an ALDI supermarket.

The ALDI campaign was implemented by creative agency BMF.

The new ALDI Lunchbox Initiative app.