Give Peas A Chance
To tackle widespread perceptions that vegetables are expensive and time consuming to prepare, The Reputation Group worked with Healthy Together Wyndham to develop the humorously named campaign “Give PEAS a Chance”.
Aimed at encouraging families to eat more vegetables, the campaign featured pop-up kitchens in shopping centres. These kitchens hosted cooking lessons which attracted more than 1,000 people. The campaign also distributed posters to kindergartens and childcare centres, developed in-store environmental prompts and partnered with various food retailers. The community also participated in the campaign by contributing recipes for an ‘Eat, Love, Peas’ Cookbook.
The campaign established an effective new approach for engaging the Wyndham community in healthy eating, with widespread positive feedback from the target audience. Ongoing stakeholder relationships for future activities were also successfully established.