The CHL Central America initiative is a collaborative movement looking to help consumers make informed decisions that allow them to seek balance and wellbeing in their lives and those of their families. This campaign seeks to address key public health challenges in Latin America, including malnutrition and obesity. The initiative was launched in 2018 with an initial 3-day “Dale un Giro Saludable a tu Vida” (Put a Healthy Twist In Your Life’) trial that ran from the 27th to 29th July.
In view of its aim to empower consumers to adopt healthier choices to support a healthy and balanced diet and lifestyle, the launch focused on spreading awareness and sharing specific information including:
The programme is currently supported by CGF members including Auto-Mercado, Clorox, Colgate, CocaCola FEMSA, Grupo Bimbo, Heinz, Kellogg’s, MARS, McCain, Nestlé, Pepsico, Procter and Gamble, SC Johnson, Sigma Alimentos and Unilever.
In 2021, Auto-Mercado in partner with The Consumer Goods Forum (CGF) had an online fair to unify all the messages of the four pillars of the Collaboration for Healthier Lives Initiative – physical activity, food, personal care and home care.
To engage consumers online there were two Facebook Lives streams conducted with health tutors where they shared different health products and healthy food recommendations. These live streams reached thousands of consumers with 35.000 tuning in to watch the Digital Health Tour led be Auto-Mercado nutritionists through the store aisles.
Keeping it virtual, healthy product purchase options were given to customers where they could access the healthy items in-store or on the Auto-Mercado’s website. Activities and information were showcased on the website, social networks and at the point of sale. Over 300,000 views were recorded on the social media networking sites.
In 2022, CHL released a special Health and Food waste magazine, available online and in Auto-Mercado stores as part of the Healthy Days initiative. This magazine was made to enrich customers knowledge about the food products in-stores and generate awareness around nutrition to promote good eating habits and healthier lifestyles.
Its aim was to empower consumers to adopt healthier choices and to support a healthy and balanced diet and lifestyle
Held across Costa Rica, Guatemala, El Salvador, Nicaragua and Honduras in Automercado and Walmart stores. Participating companies developed activities such as healthy product tasting, games with easy challenges and simple nutrition questions, fitness classes, nutritional assessments
During the fairs that took place in March, 857 surveys were completed and results enabled the identification of people who are highly interested in acquiring healthy habits. Results showed that 82,6% of the survey respondents would like to receive information about easy healthy recipes.
The tagline was changed from “Dale un Giro Saludable a tu Vida” to “ Dias Saludables ” (Healthy days) to create more awareness to consumers about and overall healthy life.
To engage consumers online there were two Facebook Lives streams conducted with health tutors where they shared different health products and healthy food recommendations.
Available online and in Auto-Mercado stores, this magazine was made to enrich customers knowledge about the food products in-stores and generate awareness around nutrition