Spinach and Mamamia have partnered for an integrated campaign to help parents to boost their kids’ veggie intake with Nutri V, single-ingredient powder pouches make it easy to add vegetable intake.
In collaboration with the CSIRO, Nutri V transforms Australian-grown surplus vegetables into nutrient-dense, fibre-rich powders that improve the health of Australians, reduce food waste, and care for the environment.
Olivia Said, Nutri V business development manager, said: “Only seven per cent of Australian adults and five per cent of kids eat the recommended five serves of vegetables a day. Nutri V’s mission is to make it easier for parents to boost their kids’ veggie intake without the struggle, ensuring healthier meals and less food waste.”
Available exclusively in Coles supermarkets, Nutri V needed to create awareness of its two key products: Powder Pouches and Goodies, a snack food alternative that contains one serve of veg in every pack.
Spinach collaborated with Mamamia on a strategy to showcase the Nutri V products with a holistic approach to easy healthy eating. This led to an integrated campaign leveraging parenting influencers. Influencer-created content sits alongside display assets, and the campaign runs across video pre-roll and newsletters, Mamamia’s social media channels, and the Mamamia Podcast Network.
Marie Joyce, head of Victorian Sales at Mamamia, said: “We’ve loved working with Spinach and Nutri V on this campaign. It’s been a great collaboration, and we’re proud to help bring Nutri V’s message to life in such a fresh and engaging way that is clearly resonating with our audience.”
Prior to the campaign, Spinach worked with Nutri V on its launch developing the branding for Nutri V Powders and Goodies, designing the Nutri V website and digital creative assets as well as the entire suite of packaging, including pack designs, shelf and display units for Coles.
Spinach director of client services Nicole Miranda said: “Nutri V is an impressively innovative and sustainable brand and we’re thrilled to build on our partnership with the team to create this campaign leveraging influencers in contextually relevant media.”
Amie Rohan
Credits
SPINACH
Frank Morabito – Chief Creative Officer & Co-Founder
Bronwyn Sullivan – Connections & Investments Director
Nicole Miranda – Director of Client Services
Paige Sobczyk – Account Executive
Jenna Tomkins – Senior Designer
Georgia Raynes-Greenow – Finished Artist
NUTRI V
Olivia Said – Business Development Manager
MAMAMIA
Ruby Champion – Brand Partnerships Executive
Jessica Stansbury – Sales Manager