Mexico Get Well
In Latin America, malnutrition and obesity have become key challenges for the various sectors with an estimated 4 million children under five and approximately 360 million adults in the region are overweight or obese. In this regard, several of the CGF’s member companies came together to launch the Collaboration for Healthier Lives (CHL) initiative in Mexico, entitled ‘México Ponte Bien’ (Mexico Get Well).
The movement was launched on 4th October 2019 in Mexico City with the goal of encouraging consumers to adopt healthier behaviours and improve their lifestyle. It is based on three pillars: Nutritional Education, Active Life and Healthy Habits. A trial period for the campaign was planned to run for a month from 4th October to 4th November 2019, with a series of in-store activations in 10 Walmart stores across the city between 4th – 6th October.
The CGF members participating in the trial run include: Arca Continental, Grupo Bimbo, The Coca-Cola Company, Colgate-Palmolive, Danone, Grupo Lala, Johnson & Johnson, Kellogg’s, Mars, Incorporated, Nestlé, P&G, PepsiCo, Sigma and Walmart Mexico and Central America. The consumer goods companies also partnered with the Boston Consulting Group (BCG) who supported the initiative with KPIs based on surveys, and Active Mexicans, who were present in-store.
The 3 key moments of the pilot included:
The in-store activities were organised around the following themes:
Nutritional Education : Highlighting the importance of a healthy balanced diet across all food groups and the recommended servings per group. Activities included tasting balanced and easy-to-prepare recipes and clear messages about healthy diets, supported by a nutritionist.
Healthy Habits: Promoting oral and personal care on a daily basis. Activities included demonstration of the correct use of the toothbrush, toothpaste, dental floss and mouthwash as well as brochures with recommendations for daily oral and personal hygiene routines.
Active Lifestyle: Promoting active lifestyles, by partnering with ‘Active Mexicans’. Activities included physical assessments and personalised exercise routines.
Following the campaign trial period, the Boston Consulting Group (BCG) analysed the information received from 450 surveys. Data showed that consumers are interested in accessing nutritional information and learning more about balance, healthy habits and how to lead more active lifestyles. Other topics of interest included food portions, keeping hydrated, easy exercises and maintaining good oral care. And based on the sales information, BCG found an increase in healthy products sales during the activities.
‘Mexico Get Well’ reached more than 11.000 people at the point of sales through brochures, exercise routines and the participation of the activities. In addition to this, the campaign reached more than 25 million consumers through the digital strategy and a further 10 million through social media.
The points of sale for the activities are the stores located in: