Fresh Food Kids Discovery Tour
Parents place great value on the quality of their children’s well-being, which is why Woolworths developed their Fresh Food Kids platform. Designed as a framework to help improve childhood diets over the long term, it quickly drew high levels of appreciation from parents around Australia. Unfortunately, it lacked the meaningful connection with kids they were hoping for
As a result, Woolworths decided to develop a school excursions program to help kids learn more about healthier eating, however, despite initial positive feedback from educators, Woolworths struggled to convince educators to give up valuable school time for the tours.
Creata have been developing ways for brands to engage ethically with kids for years, so when we were asked to help out, we of course said yes! We proposed redesigning the experience to ensure it was anchored in the Australian curriculum so that the Fresh Food Kids Discovery Tours could be marketed as a genuine, curriculum-aligned learning resource.
The experience was structured as a combination of instructional and play-based learning design. This allowed important nutritional information to be taught, while kids participated in nutrition-based card games, and gave educators the resources they needed to assess student comprehension and performance against the defined set of learning objectives.
Educators quickly saw that the time out of school would be a learning investment. As a result:
- Over 300 schools signed up in the first month.
- 3,600 school booked tours in just 6 months and as at December 2019 (rested due to COVID-19) over 6,500 tours have been conducted throughout Woolworths stores since program inception.
- Providing over 259,360 children with a healthy eating learning experience
Despite the significant operational strains placed on Woolworths during Covid, the Discovery Tours program continued, adapting to the heavily restricted environment as well as Learning from Home protocols with a virtual incursion model using augmented and virtual reality.
The program content was also updated to reflect the increasing awareness of the importance of sustainability. The virtual tours allowed students to step onto an Australian farm, learn how fresh food is grown, follow the journey from farm to plate, understand seasonality, food miles, sustainability and food waste, as well as healthy eating choices.
This new format made the program even more accessible to kids despite the continually evolving community health restrictions. The Fresh Food Kids Discovery Tours continue to play their part in positively impacting the dietary behaviour of Aussie kids everywhere, helping ensure they grow up happier, healthier, enjoying sustainable fresh food every day.
Engagement Strategy | Learning Design | Learning Support Materials Design and Production | Interactive Tour Booking Platform Production and Management
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