ちょい足し野菜 - ADD SOME VEGGIES|SEIYU(西友)
https://youtu.be/uaYvO-WoLc8
2020 / Brand Campaign
厚生労働省「健康日本21」が掲げる1日あたりの野菜摂取目標は350g。しかし、企画当時の過去10年間の平均摂取量は約290gにとどまり、目標に対して約60g不足していた。「もっと野菜を食べよう」という呼びかけだけでは、日々の具体的な行動につながりにくいという課題があった。
「ちょい足し野菜」は、ラーメン、カレー、焼きそば、パスタ、ピザ、みそ汁などの定番料理やレトルト食品に「あと60g」の野菜を加えることで、手軽に野菜摂取量を増やしながら、意外な味の変化も楽しめる新しい食の提案。
忙しい人でも約10分で簡単に作れる18種類のオリジナルレシピを開発。全国330店舗の西友(SEIYU)の野菜売り場で、2ヶ月間にわたりレシピカードを展開した。WEBサイトでも全レシピの動画と調理手順を公開し、店舗に足を運べない人でも自宅で実践できる仕組みを構築した。 [Social Sculptor] [Reverse Engineer] [Living Textbook]
Japan's Ministry of Health, Labour and Welfare set a daily vegetable intake target of 350g under its "Health Japan 21" initiative. However, in the decade leading up to this 2020 campaign, average consumption remained around 290g per day—approximately 60g below the target. General appeals to "eat more vegetables" had struggled to inspire practical changes in everyday eating habits.
"ADD SOME VEGGIES" (Choi-tashi Yasai) proposed a simple solution: add just 60g of vegetables to familiar dishes such as ramen, curry, yakisoba, pasta, pizza, and miso soup, including convenient ready-made meals. The idea was to make eating more vegetables easy while introducing surprising new flavors.
We developed 18 original recipes that could be prepared in approximately 10 minutes. Recipe cards were displayed in the produce sections of 330 SEIYU stores nationwide for two months. A dedicated website also provided recipe videos and step-by-step instructions, allowing anyone to recreate the dishes at home, even without access to a nearby SEIYU store. [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) 全国の店舗でのレシピカード展開と、WEBサイトでの動画・レシピ公開を組み合わせ、日常の野菜摂取を促すO2O施策を紹介。 https://www.sendenkaigi.com/marketing/media/hansokukaigi/019965/
Explore the SEIYU Brand Communication Projects (2019–2022)
【FEATURE】SEIYU — HAPPY TO HELP
Related SEIYU Projects
ADD SOME VEGGIES — Tomato & Summer Vegetables (2021)
KIDS LOVE VEGETABLES — 80%のこどもが認めた野菜料理 (2019)