The right choice
The search for the right strategy to motivate consumers to choose a healthier diet
General objectives
Although many people know what a healthy diet is, it is not always easy to make the right food choices. Habits and emotions play an important role in this. The consumer is flooded with information; it is important that this is also addressed. This concept researches which communication strategies are most effective in creating a behaviour change towards a healthier diet for a specific target group. The possibilities for new technologies that would enable customised information delivery are also studied.
Expected results
- Insight into suitable communication strategies for message, target audience and impact
- Insight into strategies that encourage a healthier diet and promote behavioural change
- Insight into new communication methods (apps, website, e-shop, etc.)
