Creative Execution

Our mobile app illustrated five common picky eater profiles which parents could identify – Greeno Eater, Procrastinate Eater, Choosy Eater, Cheesy Eater and Distract Eater. Parents were able to identify their kids’ picky eater profile and access relevant solutions to manage specific diets. Samples could be requested and directions to the nearest clinic were provided – giving them the assurance that professional help is nearby. The app was equipped with music that played automatically when the app is in use – serving as a useful distraction to children and mealtime ambient mood-lifter.

In the first 2 weeks of execution, our app trended on Google Play Store as No. 6 in the “Top Free Health and Fitness” category. In the subsequent 6 weeks, PediaSure educated and gained 75,000+ leads. 4050 parents installed the app and over 70,860 parents accessed the mobile site. Our target was exceeded by 189% and PediaSure’s December sales recorded 28% more than the average month. Most importantly, we enabled parents to understand their kids more and made family mealtimes stress-free and more joyous.

One of the most stressful and frustrating aspect of parenting is having a picky eater in the house. Abbott wanted to educate young parents about PediaSure – a formula milk clinically proven to help kids grow, especially suitable for those malnourished with picky eating habits. In Malaysia, 20-50% of children are picky eaters. Obvious symptoms include pushing away the spoon, turning their heads away from or spitting out food – making mealtimes hair-raising events for young parents. The strategy was to deliver the insights of picky eating symptoms and PediaSure’s nutritional benefits to parents. Our intention was to alleviate parental stress and make mealtimes joyful for the whole family, as they ought to be. To engage young parents from a digital generation where TVCs no longer fulfills the role of communication, we brought our insights and ideas to life with a mobile application – “What Picky Eater is Your Child?”