The Market


The Challenge

Obesity in the Middle East is twice the global rate.  It's often said, healthy habits start at home.  The problem is, families cannot eat healthier if they don't have the right ingredients available to enjoy a balanced diet.

The Idea

VMLY&R COMMERCE Dubai/UAE turned a kid's shopping cart into an educational tool by simply adding color-coded pouches that mirror the balanced food requirements recommended for children in the UAE.  We partnered with Carrefour and redesigned the supermarket's wayfinders to match the cart – making it easy for kids to follow a balanced diet.

  • 80,000+ hours of nutritional education
  • 700,000+ shoppers reached through a child-friendly supermarket journey
  • +9 tons of fruits and vegetables sold
  • 160,000+ families reached with over 100,000+ repeated visits
  • 95K+ impressions on social media
  • Dubai Lynx, Shortlist (Healthcare, Brand Experience & Activation)
  • The Drum Experience Awards, Winner (Retail / In-Store Experiential Brand Activation of the Year)
  • The Drum Experience Awards, Finalist (Brand Activation as Part of an Integrated Marketing Campaign of the Year)
  • Cresta Awards, Silver (Ambient and Experiential – Experiential Campaign)
  • Cresta Awards, Bronze (Ambient and Experiential – Experiential)
  • Cresta Awards, Bronze (Brand Purpose – Brand Purpose)
  • Cresta Awards, Shortlist (Brand Purpose – Brand Activism)
  • AdStars, Shortlist (Healthcare)
  • AdStars, Shortlist (Design)
  • AdStars, Shortlist (Media)
  • Loeries Awards, Bronze (Out Of Home  In-Store)
  • Loeries Awards, Shortlist (Out Of Home Crafts  Art Direction)
  • Loeries Awards, Shortlist (Design Craft  Writing For Design)