ちょい足し野菜 - ADD SOME VEGGIES|SEIYU(西友)
厚生労働省「健康日本21」によると、1日あたりの日本人の野菜摂取目標は350g。実際には過去10年間の平均が290gにとどまり、慢性的に60g不足した状態が続いている。これまでも「もっと野菜を取ろう」という呼びかけはされているものの、具体的なアクションにまで繋がらず、解消には至っていない。
「ちょい足し野菜」それは、日本人のソウルフードともいえるラーメン、カレー、焼きそば、パスタ、ピザ、みそ汁などのレトルト食品や定番料理に、「あと60g」の野菜を加えることで、手軽に栄養を補いつつ驚きの美味しさに味が変化する、新しい食の楽しみ方。
忙しい人でも10分程度で簡単にできて、意外な味の変化も楽しめる18種のオリジナルレシピを開発。全国の西友(SEIYU)330店舗の野菜売り場にレシピカードを2ヶ月間設置。WEBサイトでは全てのレシピ動画や作り方の手順を閲覧することができ、近隣に店舗がない人でも簡単に自宅で再現できる仕組みを構築した。[Social Sculptor] [Reverse Engineer] [Living Textbook]
According to the "Health Japan 21" initiative by the Ministry of Health, Labour and Welfare, the daily target for vegetable intake is 350g. However, the average intake over the past decade has remained at 290g, resulting in a chronic deficiency of 60g. While there have been constant calls to "eat more vegetables," these general appeals have not led to concrete actions or solutions.
To bridge this gap, we introduced "Add Some Veggies" (Choi-tashi Yasai). This project proposes a new way to enjoy food by simply adding "60g more" vegetables to Japanese "soul foods"—such as ramen, curry, yakisoba, pasta, pizza, and miso soup, including instant and retort pouch foods. This simple addition not only provides necessary nutrition but also transforms standard dishes with surprisingly delicious flavor changes.
We developed 18 original recipes that busy people can easily prepare in about 10 minutes, offering unexpected taste variations. Recipe cards were displayed in the produce sections of 330 SEIYU stores nationwide for two months. Additionally, we created a website featuring recipe videos and step-by-step instructions, establishing a system where anyone—even those without a nearby store—could easily recreate these healthy dishes at home. [Social Sculptor] [Reverse Engineer] [Living Textbook]
Role: Creative Director / Planner
Interview / Features
西友、店頭とオンラインの連動で野菜の「ちょい足し」を促進 (販促会議) デジタル動画と店頭(リアル)を連動させ、実際の購買行動を促したO2O施策としての評価。 https://www.sendenkaigi.com/marketing/media/hansokukaigi/019965/