Many parents face a daily problem: their children don't eat enough vegetables. HAK, one of the largest vegetable brands in Northern Europe, is on a mission to solve this problem, and … read morehas introduced The Helping Plate: a plate that helps children to eat more veggies without knowing it. The Leading Dutch University of Wageningen (WUR) developed scientific insights that informed the design. Creative agency DDB Unlimited developed the idea and is responsible for the campaign. It’s a familiar challenge for many parents: how do you get your child to eat enough vegetables? In practise, children do not eat more than 73 grammes of veggies per day, on average, while the health guidelines for that age group (ages 4-8) recommend between 100 and 150 grammes of vegetables per day. All the more reason for HAK – a company who has always been on a mission to help get Dutch people to eat more vegetables – to find a creative solution to this problem. The Helping Plate does not look like a typical children’s plate, which is exactly as intended. Children mirror their parents, and it is easier to copy their behaviour if the child eats from a similar plate. The rest of the design also makes use of characteristics that – subconsciously – guide the child to eat more vegetables. For example, the larger size and an indentation give the same amount of veggies a smaller ‘footprint’. And the colour shading helps the vegetables to look more appealing.
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