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

Created with TBWA Peru, the campaign turns that instinct into a digital shopping experience. People chose a landscape from the campaign, took a selfie, and received a discount based on how closely their face matched the natural formation.

The idea is built on pareidolia, the common human tendency to see faces in objects, shapes and landscapes. A rock can look like a person. A mountain can seem to be staring back. A cloud can suddenly have an expression. HOSEG used that familiar reaction as the starting point for a personalized discount mechanic.

A discount that starts with looking closer

Nature-like Discounts builds on HOSEG’s brand platform, “Nature is the new face of our brand.” According to Little Black Book, the brand moved away from traditional models and placed mountains, rocks, lagoons and natural landscapes at the centre of its communication. The campaign then turned that visual idea into a direct e-commerce interaction.

Users selected one of the natural faces featured in the campaign, took a selfie, and received a discount based on the percentage of similarity between their face and the chosen landscape. The more the user looked like nature, the more personal the offer became.

It is a clever mechanic because it keeps the brand idea alive until the moment of purchase. The discount is not just a number. It becomes part of the story. People are not only buying outdoor apparel. They are playing with the landscapes that inspire it.

Why Nature-like Discounts campaign feels natural for HOSEG

For many brands, a face-matching discount could feel like a short-lived gimmick. For HOSEG, it has a stronger reason to exist.

The brand operates in outdoor apparel, so nature is not a decorative background. It is the product’s context, the brand’s world and the source of the campaign’s visual language. By turning mountains, rocks and lagoons into the “faces” of the brand, HOSEG makes nature feel active rather than passive.

The campaign also avoids the usual trap of tech-led promotions. The technology is present, but it does not dominate the idea. Facial comparison is used as a simple bridge between the user and the landscape. The main thought remains human: we have all seen a face where there technically is not one.

That makes the experience easy to understand. No long explanation is needed. The moment you see a rock that looks like a face, the campaign clicks.

From a sale mechanic to a brand experience

The campaign was rolled out across e-commerce, physical stores, out-of-home, social media, print pieces and point-of-sale materials. Each touchpoint invited people to spot faces in the natural world and take part in the experience. Little Black Book reported that the campaign increased web traffic by 333%, grew the average ticket in the digital channel by 162%, raised total sales by 28%, and saw 70% of sales come from e-commerce during the campaign.

Those numbers matter because this was not only a charming creative exercise. It gave people a reason to visit the digital channel, interact with the brand and move closer to purchase.

The campaign also connected back to HOSEG’s stated commitment to the territories that inspire its products. According to the campaign information, part of the profits supported Andean communities that protect the natural environments linked to the materials used in the brand’s garments.

A sharper way to rethink digital promotions

Nature-like Discounts campaign works because it does not behave like a standard sale. It makes the user pause before buying. It adds a moment of discovery. It turns a discount into something earned through participation rather than simply claimed at checkout.

For digital campaigns, that is the useful lesson here. Promotions do not need to be louder to be more effective. They need a reason for people to care. HOSEG and TBWA Peru found that reason in a behaviour people already understand, then tied it back to the brand’s outdoor identity.

The idea is playful, but not random. It uses technology, but does not hide behind it. It sells, but still feels connected to the brand.

In a category where nature is often used as scenery, Nature-like Discounts gives it a role. It becomes the model, the interface and the reward.

Credits
Brand: HOSEG
CEO & Co-founder: Juan Carlos Sznak
COO: Maria Alejandra Santos
Strategic Consultant: Patrick Sznak
Retail leader: Cindy Verde
Designer and Content Creator: Rodrigo Vasquez de Velasco

Agency: TBWA
CEO: Pilar Dufour
VP: Jorge Santibañez
Executive Creative Directors: Fernando Zagales y Juan Mesz
Creative Directors: Mario Neumann y Giancarlo Cárdenas
Art Director: Marco Gallardo
Senior Designer: Miguel Soto
Final Art Chief: Carlos Castillo
Copywriters: Jefferson Porras y Carlos Jesús Márquez
Brand VP: Jimena Gordillo
Account Executives: Ashly Salinas y Karla Collantes
Production Supervisors: Isabella Zolezzi y Olenka Nue

Post-producer: Jorge García

Production: Plan B
CEO: Kurt Gastulo
Supervisor: Milagros Zegarra
Art Director: Manuel Acosta
3D Director: Victor Nakandakari
3D Modeler: Oscar Gomez
Photo retouching: Andres Abad

Media: OMG
CEO: Antonio Miranda
GPO VALLAS PERÚ
General Director: Alonso Rosemberg
Sales Manager: Juan José Lartiga

Agency: Publicom
Sales Director: Claudia Teacher
Sales Executive: Jhomara Soria

Music: Audiocast
Sound Director: Renzo Mena
Sound Design: Alejandro Haro
Executive Producer: Ana Ramos
Production Assistant: Pamela Contreras

Film Makers:
Film Director: Sergio Dinegro
Film Director: Rodrigo Reyna

This campaign is about:
Nature-like Discounts Campaign, HOSEG, TBWA Peru, Digital Campaign, E-commerce Campaign, Outdoor Apparel Campaign, Pareidolia, Peru Advertising, Creative Commerce, Sustainability Campaign, Fashion Marketing, Retail Campaign, Brand Experience, Interactive Campaign, Outdoor Brand Campaign.

In recent years, food emojis became a popular way to send explicit love messages in a more subtle way. This Valentine, they could also be used outside the digital chat boxes.

Lidl inspired its fans to go for real, tangible and fresh emojis this year. Fresh peaches, eggplants and bananas, straight from Lidl supermarkets. Each of these fresh foods got a new “message box” packaging that was customizable with a personal message.

For those who didn’t make it to the store, Lidl had an extra surprise. The supermarket chain came to train stations and shopping areas and provided commuters with free message boxes filled with fresh emojis.

Thousands came home with a real love message, straight from the heart.

One that, for sure, was fully appreciated.

Credits
Brand: Lidl
Campaign: Keep The Love Fresh
Advertising Agency: BBDO, Belgium
Creative Directors: Sebastien De Valck, Arnaud Pitz
Creative Team: Frederik Clarysse, Gertjan De Smet
Account Team: Isabel Peeters, Michelle Stas, Melissa Fastenaekels, Shi Qi Ji, Lieselot De Fraine
Strategic Planner: Jan Van Brakel
Design: Gertjan De Smet Final
Art: Petra Saelens, Daniela Simons
Production Company / Sound Production Company: BBDO Productions
Packaging Production: Hans Bos
Production Lead: Patricia Van De Kerckhove
Producer: Silke Ricour
DOP: Ilona Vanouplines
Video Editors: Dejvi Vandeveire, Valentin Taminiau
Photographer: Marcel Veelo

Tags:
Film, Belgium, Retail Services, Lidl, BBDO, Digital Campaigns, Best Valentines Day campaigns, Digital Innovation, Creative Product Packaging