Health Stars provide a quick and easy way for consumers to choose healthier packaged foods and measure the nutritional content and healthiness of packaged foods.
The number of stars is calculated based on the energy, saturated fat, salt and sugar as well as fibre, protein, fruit, vegetable, nut and legume content of packaged foods. Foods that are low in saturated fat, sugar or sodium (salt), and/or high in fibre, protein, fruits, vegetables, nuts or legumes will have more stars. The more stars, the healthier the food.
The brief from the Health Promotion Agency was to target the household shopper (Mums with kids under 16) who don’t read the nutritional labels, and for whom familiarity and price are the only purchase considerations. to become aware of the Health Stars and recognise it as a decision tool.
This is encouraged by breaking their decision routine in the supermarket and uncovering the easy healthier food options shoppers didn’t know about.
Creative team Lizzie Baird (Copywriter) and Arizona Doolan (Art Director) developed the idea to use animated cereal boxes to portray the message of making healthy choices while shopping in the supermarket.
My role in the production was to create Adshels and static-online collateral using established creative elements.
Video animations by Flux Animation Studio.
