ABOUT

Brief:
We were asked to create a campaign event to change people's perceptions of a product or company which is currently perceived negatively by the public or a particular demographic.

Concept:
The majority of children view vegetables in a negative light due mainly to taste and appearance. I set myself the challenge of creating a campaign event hosted by Waitrose which would encourage children to WANT to eat vegetables.

I approached this by combining something that they dislike (vegetables) with something that all children love – superheroes! By playing on the idea that eating vegetables will give you super powers and creating fun vegetable superhero characters and collectables, I thought this would challenge the preconception and encourage the development of a positive association with eating vegetables.