Our CHL work in Colombia began in April 2017. Our goal was to provide consumers with nutrition and physical activity guidance and education to empower them to make more informed purchasing decisions. The programme ran across eight stores in Bogotá and was titled,“Dale un Giro Saludable a tu Vida” (Give a Healthy Twist to Your Life). It was supported by CGF members and other companies including Alqueria, Cencosud, Femsa, Grupo Bimbo, Grupo Éxito, Barilla, Kellogg’s, Nestlé, PepsiCo and The Coca-Cola Company. Universidad de Antioquia was the key partner who validated the initiative’s nutritional messages.
Running across eight stores over a period of two months, the campaign was successful in reaching more than 12,000 customers.and included interactive stands at the point-of-sale with support from professional nutritionists and personal trainers who were on hand to provide customers expertise and guidance throughout the day.
The second phase of the initiative took place in 2018, where we expanded the campaign from 8 to 60 Grupo Éxito and Cencosud stores in Bogotá and Medellín, reaching more than 23,000 customers in-store. The activities were based around 4 themes including a balanced diet, self-care, physical activation and hydration. With expert nutritionists onsite, as part of in-store health stations, customers were able to get the very best advice and information on how to enjoy a balanced diet, manage portions, ensure proper hygiene, understand food labels and stay active. CGF members joining this phase of the initiative included Grupo Bimbo, Cencosud, Clorox, Colgate-Palmolive, The Coca-Cola Company, Grupo Éxito, Kellogg’s, Nestlé, PepsiCo, Postobón and Procter & Gamble.
In 2019 the tagline was changed from “Dale un Giro Saludable a tu Vida” to “Ser Saludable Se Siente Bien” (It Feels Good to be Healthy) as we were looking to create a higher impact and reach more consumers in the country. This phase of the programme focused on the restructure of the image and was based on in-store activities at Grupo Exito and Cencosud stores.
This year, a new set of activities started taking place at Grupo Éxito and Cencosud stores. We have positively impacted approximately 6000 people with in-store activities and will further develop a digital strategy.
Latin America was chosen as the location of the CGF’s first regional Board and for CHL Colombia, the first of our regional CHL initiatives, in response to the nutritional indicators of Latinos that highlight the growing problem of malnutrition and obesity in the region.
According to Nielsen in its 2015 Global Health and Wellness Report, 34 million people go hungry in Latin America. At the same time, 59% of the population is obese, 54% think they are overweight and 56% are doing something to lose weight. In Colombia, per the National Nutrition Situation Survey (ENSIN), 1 in 2 people are overweight and only 1 in 4 Colombians do 150 minutes of physical activity, the recommended weekly amount for a healthy life.
Nilsen figures also show that healthy purchasing trends in the region have strengthened, with a 16% sales increase. In addition, 75% of Latin Americans are interested in changing their diet, 63% are starting to exercise regularly and 48% are looking to reduce portion sizes.
To learn more about our activities in CHL Colombia, or to see how your company can get involved, please contact our LatAm manager.