Bespoke Campaign

Every year Public Health England run a campaign called “Change 4 Life” which focuses on a way for people to improve their health by making healthy lifestyle choices. The 2015 campaign aimed to promote healthy eating choices and raise awareness of the sugar content of foods, specifically in children’s food. The campaign focused on parent education and encouraged low sugar choices. Change4Life gave guidelines to mySupermarket.co.uk based on the national plan. Four categories were selected ­ after school snacks, breakfast cereal, drinks and sugary puddings.
These four categories are particularly relevant to children and contain products that are high in sugar. The aim was to promote lower sugar choices within these categories and track progress using the mySupermarket platform.

Using mySupermarket.co.uk to promote a national health campaign & change shopper behaviour

THE BRAND 

Every year Public Health England run a campaign called “Change 4 Life” which focuses on a way for people to improve their health by making healthy lifestyle choices.
The 2015 campaign aimed to promote healthy eating choices and raise awareness of the sugar content of foods, specifically in children’s food. The campaign focused on parent education and encouraged low sugar choices.

THE CHALLENGE
Change4Life gave guidelines to mySupermarket.co.uk based on the national plan. Four categories were selected ­ after school snacks, breakfast cereal, drinks and sugary puddings.
These four categories are particularly relevant to children and contain products that are high in sugar. The aim was to promote lower sugar choices within these categories and track progress using the mySupermarket platform.

Change4Life1

THE APPROACH
An advertising campaign was developed on the website and via the app, together with an email drive, to raise awareness of the Change4Life campaign.
mySupermarket also developed the “Sugar Accumulator”, a widget that appeared in the right hand column of the site.

Shoppers fill their basket on mySupermarket as usual. As products are added, the bar on the Sugar Accumulator fills with colours ­ red to represent higher sugar, yellow for medium sugar and green for lower sugar products. When a shopper clicks the Sugar Accumulator, they are taken to a page called “Sugar in my Basket” which shows the products in the basket that are high in sugar.
Clicking a button marked “Swap to healthier alternatives” takes the customer to the Change4Life sugar swaps page and offers a range of lower sugar products available at the same retailer. 

In tandem, mySupermarket added the “Accumulator Shout Out” ­ a pop up that appears when there is a high amount of sugar in the basket, prompting shoppers to click through to the sugar swap shelf. In addition, a badge marked “Change4Life” featuring their well-known logo, was added as a roundel to certain product images that were considered to be lower sugar choices, in order to inform shoppers and help them to choose lower sugar food items.

Chang4Life2

THE IMPACTS
Through publicising the Change4Life campaign on mySupermarket,more than a third of all shoppers on mySupermarket tried the option of “Swap to Healthier Alternatives”. Indeed, shoppers were still using the Sugar Accumulator and the Sugar Swap shelf long after the advertising campaign was over. The category that was most swapped was breakfast cereals.

Comparing sales figures in these four categories to the previous year showed an increase in purchasing of lower sugar items with the biggest changes in the categories of drinks and sugary puddings. Feedback from shoppers was positive and the results were clear; mySupermarket was successful at changing shopper behaviour and encouraging customers to purchase products lower in sugar.

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