After the introduction of the "Foodswap" (a campaign promoting healthier food choices) and several follow-up campaigns, Truman developed a new campaign in collaboration with the Netherlands Nutrition Centre (Voedingscentrum) focused on encouraging people to ask questions about their food. The campaign starts this week and aims to make the Netherlands Nutrition Centre the go-to place for honest answers to food-related questions, while also encouraging people in the Netherlands to ask more questions about their food to make more informed choices.
Everyone makes decisions every day about what to eat and what not to eat, so it's logical that people have questions about their food. The Netherlands Nutrition Centre believes that these questions deserve honest answers so that people can make better choices for themselves. The campaign brings together all of the information, apps, and tools of the Netherlands Nutrition Centre to answer the food-related questions people may have.
The campaign focuses on the mouth, which is the place where food goes in and where people ask questions about their food. The viewer is shown a diversity of mouths and foods in close-up, creating an attention-grabbing and intriguing commercial. The campaign is divided into two parts. The main story about having food-related questions is told in the "touch" layer of the campaign. For the "tell" layer, 30 different videos have been created that answer frequently asked food-related questions, which will be targeted online and via social media to the relevant audience.
The questions range from "What does 'whole grain' actually mean?" to "What is the connection between meat and dairy and climate change?" and from "What am I unknowingly putting in my mouth?" to "How much water should I drink every day?". All of these are questions that people can say, "That's really a question for the Netherlands Nutrition Centre." In the fall, 15 additional videos will be released that are targeted at catering professionals.