Abbott strives to smash picky-eating myths

As Hong Kong becomes more prosperous and families generally have fewer children, children are often spoiled for choice in education, entertainment and even food. 

To promote Abbott’s PediaSure, a milk supplement with vitamins and specific ingredients it claims are suitable for picky-eaters aged 1- 10, the brand and agency Leo Burnett has launched a humourously educational campaign. It hopes to confront mothers who may be unaware or in denial of their offspring's picky-eating habits.

Mothers in Hong Kong tend to be happy that their children are eating and gaining weight—even if the food the child prefers is unhealthy and insufficiantly nutritious. 

This is the first campaign Leo Burnett has crafted for Abbot since it won the account earlier this year. The agency claims the campaign is unusual because it is for a niche product rather than the regular general milk campaigns. 

“We realised that children are becoming more picky when it comes to eating. This can directly affect their health and growth development,” the agency’s spokesperson told Campaign Asia-Pacific, “Actually some moms are aware of this but won't treat this as a ‘problem’, while some may even deny their children have no picky eating problem at all—may see it just a different ‘eating habit’.

ZenithOptimedia is the media agency for this campaign, handling TVC, print ads, MTR and bus ad, online banners on parents focused sites like Baby-kingdom.com and Discuss Parenting Channel, as well as viral video for related insights on this topic and dedicated campaign site, the campaign will run till mid-January.

Credits:

Client: Abbott’s PediaSure
Creative agency: Leo Burnett Hong Kong
Brand team: Edward Ha, Natalie Lo, Corinne Cheng
Creative team: Erika Chan, Joe Chan, Claudia Wong, Suki Leung
Digital Brand Team: Peggy Hon, Pansy Pan, Herman Chiu
Digital Creative Team: Kennedy Pang, Hoi Yiu, Ivan Law, Keat Mok, Jimmy Chan
TV Production: Isa Wai
Director: Frank Shek & Rick Chui of Happy Birthday
Media agency: ZenithOptimedia Hong Kong
Exposure: TV, print, OOH, online