Challenge

Danish supermarket SuperBrugsen wanted their customers to take full advantage of the produce of late summer, when fruit and vegetables are at their absolute peak. But getting the youngest in the family to eat their greens is always a big hassle ... or is it?

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Solution

We set out to explore whether children actually dislike healthy fruit and vegetables, starting with some key insights from experts. For example, "Kids that get to play with their food, often become less picky about what they eat later in life" (Charlotte Seeger / Nutritionist). We let a whole bunch of babies roam free in a large studio stocked with all kinds of delicious fresh produce and recorded all their reactions.

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