Flora: Lunchbox Challenge

We tackled an issue that was omitted from the government’s Obesity Strategy – the nutritional value of school lunchboxes – to help mums make healthier choices. Working with the University of Leeds, Flora discovered a shocking 98% of children’s packed lunches were unhealthy and drove conversation around the issue with Sharon Hodgson MP, chair of the All Party Parliamentary Group for School Food.

We then distributed over 630,000 Flora lunchboxes with healthy lunchbox meal planners in UK retailers, and empowered mums with an online portal of healthy lunchbox recipes. To reach our target audience of mums, the message was delivered during back to school week and we engaged parent bloggers and influencers in a #FloraLunchbox challenge to create healthier lunchboxes.

Flora saw a 2.4% year on year increase in penetration, a 4.8% increase in volume share and a positive increase in key brand attributes during the campaign, with over 225 pieces of branded coverage across national, regional and broadcast. The FloraLunchbox challenge generated 4.1 million impressions with 75 parenting influencers participating in the challenge.

  • Winner of two The Drum Awards - Best Food & Drink campaign AND Best Consumer Insight