The Campaign

Understood how urgently Hongkongers needed to eat a healthier balanced diet, General Mills mounted an initiative to make Green Eating more exciting! Initiate “PAIRING FUN” To tear off association that Green Eating = Boring, we provoke Pairing Fun to let people understand the unlimited food pairing possibility, firstly with a friendly catchphrase - “Soooooo Easy to Pair ????Easy” (Pronunciations of So and ? (Chinese word of Vegetables) are identical in both languages), highlight the habit as an everyday-, easy-to-go-healthy action. As Hongkongers love playing games, secondly we pair people’s favorite game – Mahjong, with the brand’s nutritious veggie dumplings and the great variety of vegetables. People could customize a free “Healthy Mahjong Cookbook” overflowing with inspiring recipes for irresistibly healthy Green family meals!

Creative Execution

1.Tour Activation: Start your healthy diet on Green Monday We swipe people’s Monday Blues by injecting Green Energy into meals. To initiate an easy start, General Mills offered free Healthy Mahjong sets with their new veggie dumplings when people showed interest in making commitment to Green Eating every Monday! People were further encouraged to play Healthy Mahjongs with friends & families, follow the ingredient combinations and DIY their own healthy green recipes at home. 2.Social Media: Reinforce Easy-Go-Green The Mahjong Cookbook concept also earned overwhelming support from top media titles. The popular local press – Apple Daily, joined the activation and launched the “Ancient Secrets to Go Green” Parody Videos for viral “Green Eating Tips” in a light-hearted way. People could learn more healthy recipes on the campaign site when they felt hungry to eat Green.

General Mills created a real recipe for success of persuading Hongkongers to start Green Eating: 1. Encouraging response and engagement - Over 900,000 impressions from targeted community - Over 30,000 participations in various digital game and tours - Over 85% of respondents committed in regular Green Eating for at least one day a week - Over 150% increase in veggie dumplings’ monthly purchases, 5X exceeding the preset KPI 2. Flipped to a positive attitude towards Green Eating Inspiring feedbacks on social media were received. To quote a few: “Healthy Mahjong Cookbook is a cute gimmick which instantly ignited my interest to follow the veggie blocks and cook a Green meal!” – comment from Apple Daily facebook fanpage “My kids LOVEEEEEE the game, it is remedy to ease my boys’ No-Nos to vegetables. I will definitely buy veggie dumplings to try more nutritious green-pairing” – comment from BabyKingdom, hot-hit Mom forum

Being innovative from adopting the usual educating communication approach, General Mills’ “Veggie Mahjongs” campaign removes people’s long-term resistance to Green Eating by injecting playful fun into mealtimes. The campaign successfully flipped the way of how Hong Kongers should re-look into their daily meals - from heavily eating meat, to start trying Green Eating as an easy & never-boring diet to strive for healthy good days.

Engage into Targets’ Daily Life - People taking daily care of family’s diet (mainly moms) who seek ways to cook with EASY & CONVENIENT combinations for kids & family members - Lunch Boxers (mainly office workers & students) who want both HEALTH & EXCITEMENT for their lunch meals - Casual Eaters who look for quick ways to eat, and prefer very SIMPLE COOKING at occasions for tasty foods We penetrate integrated communication in high reach to the target groups, via a mix of two key social channels: 1. Digital social – initiate engagement at where the groups are highly active in getting inspiration on what to eat 2. Real life social – create buzz by entering into targets’ daily mealtime-/ grocery spots