Not every nutrition lesson begins with numbers. Colorfood begins with color, using a simple visual idea to encourage children to think differently about what goes on their plates.

Created by Auchan with TBWA\Paris, the initiative responds to a growing public health concern by introducing an approach that makes balanced eating easier for children to understand. Instead of leading with restrictions or complex advice, the campaign presents healthy eating through a language that is familiar, playful, and easy to recognise.

Colorfood Responds to a Growing Concern Around Children’s Nutrition

The campaign is grounded in figures published by the French National Health Insurance in February 2025. According to the study, 20% of children between the ages of 6 and 17 in France are overweight, including 5.4% who are obese. The report also warns that, without effective action, one in three children in France could be affected by 2030.

Alongside larger portions and meals with higher energy density, the study points to another issue. Highly processed, monochrome foods have become increasingly common in children’s diets. Often referred to as “beige food,” these meals have gradually replaced the variety that contributes to a more balanced diet.

Rather than approaching this challenge through warning or restriction, Colorfood introduces a different perspective. The campaign is built around one clear idea: a balanced meal is a colorful meal.

A Simple Creative Idea That Makes Nutrition Easier to Understand

The strength of the campaign lies in its simplicity.

With support from nutritionists and health specialists, Auchan developed an educational approach that encourages children to combine different food groups when building a meal. The recommended balance includes:

• Protein: 80 g
• Carbohydrates: 40 g
• Vegetables: 80 g
• Fruit: about the size of a clementine or kiwi
• Dairy: 125 g of yogurt or 30 g of cheese

Rather than asking children to remember nutritional guidelines, the campaign gives them something more immediate to look for. A plate filled with different colors becomes an easy way to think about variety, helping reinforce the importance of combining food groups as part of everyday eating.

Bringing the Idea Beyond the Plate

Developed by TBWA\Paris, the campaign extends the same idea across multiple touchpoints, including in-store activations, a music video, and social media.

Launching for World Education Day and ahead of World Obesity Day, the initiative combines education with public awareness while keeping its message consistent. Wherever the campaign appears, the focus remains the same: helping children engage with healthier eating through play.

Why Colorfood Works

Creative ideas often become memorable because they simplify something that already exists rather than adding something new.

That is where Colorfood finds its strength.

The campaign does not introduce another nutritional rule or ask families to learn a new system. Instead, it reframes balanced eating through a visual cue that children can understand almost instantly. Color becomes an invitation to explore different food groups rather than a lesson that needs explaining.

It is a small shift in perspective, but one that makes the message feel more approachable while remaining closely connected to the nutritional guidance behind it.

Final Thoughts

Colorfood shows how creativity can make an important subject easier to understand without reducing its significance. By turning balanced eating into something children can recognise at a glance, the initiative transforms nutrition from a list of recommendations into an engaging visual experience.

For Campaigns of the World, the work stands out for the clarity of its creative thinking. It takes a complex public health conversation and expresses it through a simple idea that remains consistent from insight to execution, demonstrating how creativity can help make everyday habits easier to embrace.

Credits
Campaign: Colorfood
Agency: TBWA\Paris
Brand: Auchan
AUCHAN Leads: Sandrine Burgat, Laurence Dang, Hélène Marot, Charlotte Desmarescaux, Jade Gailliez
TBWA Leads: Guillaume Pannaud, Olivier Rippe, Matthéo Pressmar, Maëva Jordan, Zoé Longuet, Lisa Delalande
Strategic Planning: Nicolas Orsoni
Executive Creative Director: Faustin Claverie
Associate Creative Directors: Lucie Vallotton, Vincent Cusenier
Art Director: Ronan Coursin
Copywriter: Alessandro Cerutti
Art Buying: Elise Kubler, Carine Galuffo
Illustration and Film: Alexandre Nart
Object Design: Clémence Germain
Production: Bruno Louis
Photographers: Blaise, Zoé
Lyrics and Music: Guillaume Aldebert
Arrangements: Christophe Darlot, Hubert Harel
Mixing and Mastering: Christophe Darlot
Publisher: Ah Bon Publishing
Sound Production: ELSE
Head of Music and Sound: Olivier Lefebvre
Music Supervisor: Ferdinand Huet
Sound Director: Ambroise Cabry
Business Affairs: Nefssetou Gassama
Head of Design: Kou Yang
Head of Production: Sandra Delfosse
Case Film Production: Pétronille Desforges
Camera Operator and Cast Direction: Coraline Bennetti
Electrical and Lighting: Colombe de Gonneville
Editing and Post-production: Carla Perret
Social Media Leads: Marceau De Bouteiller, Claire De Jaurias, Alex Jean-Baptiste

This campaign is about:
Colorfood, Auchan, TBWA Paris, Healthy Eating, Childhood Nutrition, Public Awareness, Retail Campaign, Food Education, France, Integrated Campaign, Marketing Campaign, Integrated Campaign, Video Campaign