At a time when interest and concern about health have brought food to the center of the conversation, and when trends and fads can cause confusion, distinguishing what is really appropriate for our well-being is complicated. With the intention of shedding light on this and continuing to help Britons develop healthy habits, the Sainsbury’s supermarket chain has deployed a campaign that conveys that a balanced diet does not require special products or complex techniques.
The brand’s philosophy is that healthy eating has become confusing when it should be clear, accessible and part of everyday life, and it has materialized in Järgon & Co., an ephemeral store in central London that, precisely, relies on the growing food jargon and vocabulary of modern wellness culture to convey the idea that eating healthy has to be complicated.
The experiential activation, which took place on June 10, has focused on high-fiber foods and celebrated them by elevating them to high-end wellness products by presenting them as innovative sculptures or intricate artistic compositions. All this in a stylized space designed to evoke the trends that currently flood social networks and the media.
Original post by dollyscarletrose.
It has also created an interactive game in which it has given elaborate names to everyday ingredients, such as fruit, vegetables and legumes, inviting users to guess them. Thus, “fiber pods dipped in tomato” were, in reality, beans in tomatoes; “slow-release energetic roots” referred to tubers such as carrots or sweet potatoes; and “rolled oat energy flakes” referred to oats.
In addition, visitors who have come to the space and influencers and content creators invited to enjoy the experience have been able to get cards with recipes to enhance foods with fiber, and bags with fresh products and other preparations that can be part of an everyday diet.
The aim of the action has been to highlight basic foods that are already found in pantries, fridges and fruit bowls throughout the United Kingdom, and remember that they are rich sources of fibre, without the need to resort to specialized products, complicated routines or a completely new vocabulary.
The activation is supported by research carried out by Sainsbury’s regarding the knowledge that citizens have about the foods they usually consume. Among other things, the company highlights that three-quarters of people say they understand fiber, but barely half recognize fruit (52%) or legumes (58%) as sources of fiber; which reflects the impact of media noise on the food category.
Järgon & Co. has also sought to publicize the new label that the supermarket has deployed to identify foods and products rich in fiber in its stores. It’s called “Full on Fiber” and has been added to more than 500 items to help customers increase their fiber intake without the hassle. The label is already shown on products such as oats, legumes and broccoli, or new dishes that the chain launches this summer, such as its new Mediterranean-style vegetarian burgers.
“We know many people want to eat well, but tight budgets, busy lives and confusing advice can make this overwhelming. We want to change that“; commented Simon Roberts, CEO of Sainsbury’s, in a statement. “We’re taking another step to address confusion so customers can eat well without having to think too hard. Our goal is to simplify eating so that eating well is easy for everyone.”.
The company has also implemented temporary discounts on foods rich in fiber, and collaborates with different public and private initiatives to facilitate access to healthy products and food for educational centers and people at risk of inclusion.
