80%のこどもが認めた野菜料理 - KIDS LOVE VEGETABLES|SEIYU(西友)
子供たちは野菜がニガテ。そんな多くの親の困りごとを解決するために、西友(SEIYU)は『KIDS LOVE VEGETABLES』プロジェクトを始動した。こどもたちが必ず食べたくなる野菜料理を生み出すべく、プロの料理家と共同でレシピ開発を開始。その認定ハードルは「80%のこどもが認めた野菜料理」であること。実際にお店でレシピを展開するために、100人を超えるこどもたちが試食し、その場でおいしかったかニガテかを投票する「実証実験」に挑んだ。
テーマ野菜は「にんじんとブロッコリー」。約3ヶ月の期間をかけて開発した6品の野菜料理を、幼稚園に集ったこどもたちが実食。食べたスプーンを投票券としてジャッジし、80%以上の支持を得たものだけが認定されるという高いハードルの中、こどもたちが下した審査の結果は!?
厳正な審査の結果、支持率が80%を超えたレシピのみ、動画やWEBサイト、また全国330店舗の野菜売り場でレシピカードとして展開。合わせてスーパーマーケットの店内で子供向けの試食も実施し、日本中の親達の困りごと解消に貢献した。[Social Sculptor] [Reverse Engineer] [Emotional Storyteller]
"Vegetable aversion" is a universal headache for parents. Children often leave vegetables on their plates, causing nutritional concerns and stress for families.
To help parents tackle this problem, SEIYU launched the "KIDS LOVE VEGETABLES" project. Our goal was to create vegetable dishes that children would genuinely want to eat. We established a strict rule: only recipes approved by at least 80% of 100 children would be officialy released. This "Dietary Education" (Shokuiku) project aimed to satisfy both parents who want their children to eat vegetables and kids who usually dislike them.
Using carrots and broccoli as theme vegetables, we worked with culinary experts to develop six recipes. In a live tasting event, over 100 kindergarteners acted as judges, voting with their spoons.
Recipes that achieved the 80% approval threshold were turned into recipe cards displayed at vegetable counters in 330 SEIYU stores nationwide. Accompanied by recipe videos and in-store tasting events, this project provided a practical solution for parents across Japan. [Social Sculptor] [Reverse Engineer] [Emotional Storyteller]
Role: Creative Director / Planner
AWARD|受賞歴
New York Festivals PR - Retail Stores & eCommerce - Shortlist
New York Festivals PR - Food/Drink/Restaurants - Shortlist
Ad Stars Education - Finalist
Ad Stars Healthcare - Finalist
Ad Stars Direct - Ambient media - Finalist
ACC Tokyo Creativity Awards Marketing Effectiveness - Finalist
Interview / Features
「子どもが野菜を好きになるレシピ」に西友が込めた想いとは (Forbes JAPAN) 単なる販促ではなく、親子のコミュニケーションを変えるという「社会的な問い」としてのキャンペーン設計思想について。 https://forbesjapan.com/articles/detail/36279