Latin American consumers have a negative perception of fats. The concept of essential fats is commonly misunderstood and general nutritional education is substandard. Family Goodness margarine, despite being a ‘good’ fat, is a victim of this ignorance and is relatively unfamiliar to Latin American families.
Family Goodness took responsibility for leading the initiative to develop the “good fat” category by explaining the role margarine can play in a balanced diet. Family Goodness found that mothers try to look for information on nutrition but don’t have enough time. In their free time they would rather spend time with their children, watching TV together. In response to this insight, Family Goodness created a programme around the concept of “nutrition for healthy growth”: Educational for mums and entertaining for kids.
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‘Clara in Foodland’ is an unbranded animated series which details the adventures of Clara, a highly inquisitive seven-year-old girl. In her dreams she explores ‘Foodland’, a delicious and unusual universe where Clara and her friends have adventures and learn about nutrition and essential fats for growth. The first series featured 13 five-minute TV episodes in 2009, with a second series of the same length broadcast in 2010. Family Kids aired and produced the programme with leading children’s and educational network Discovery Kids. Clara also had her own exclusive space within the Discovery Kids site, mobile competitions, and interactive TV/online games.
‘Clara in Foodland’ became a high ranking show across all countries on the Kids TV Network, for both mothers and children during both seasons. Qualitative research revealed that mothers evaluated Clara as a trustful character and children engaged with the messages explored both on the episodes and the digital offering. It won the Prix Jeunesse Award – a recognised international institution which rewards high quality productions for kids and teenagers. Clara in Foodland proves that complex, nutritional messages can be communicated in an entertaining, engaging and meaningful way.
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