In Latin America, malnutrition and obesity have become key challenges for the various sectors with an estimated 7.5% of children under five in the region overweight or obese and approximately one fifth of the adult population is overweight or obese. It is in this context that several of the CGF’s member companies came together to launch the Collaboration for Healthier Lives (CHL) initiative in Mexico.
The “Mexico Get Well” movement was launched on 27th September 2019 in Mexico City with the goal of encouraging consumers to adopt healthier behaviours. 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 member companies taking part 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 are also partnering with the Boston Consulting Group who will support the initiative with KPIs, and Active Mexicans, who will be present in-store.
The points of sale for the activities are the stores located in: