What is your New Year’s resolution?-Well, for a majority of the population there is a lot of pressure to eat healthily and exercise following the Christmas period. According to Marketing Week supermarkets; Asda, Co-operative Food, and Aldi will offer customers discounts on a range of healthy foods to encourage healthy eating and of course demonstrate their support for the government push this winter. Why is the government working with the supermarkets on this…?
The Change4Life initiative aims to tap into not only the parents’ New Year’s resolutions, but also the children’s. Recipe cards with healthy meal ideas will be distributed through channels including newspapers and direct mail in order to launch a comprehensive campaign that will force parents to stand up and take note. Although a minority of supermarkets have been reducing the price of some items, is healthy eating more costly for parents? Therefore can the parents complain about the cost of eating healthier…?
It appears not! – In addition to the recipe cards distributed, a cookbook endorsed by celebrity chef Ainsley Harriet will contain recipes that can be made for under £5 and this will be available through the government’s initiative partner, The Daily Mirror, from 20th January 2012. That said the public has its reservations on whether the government guidelines are truly healthy!
So will parents buy into this marketing campaign, and should all supermarkets be forced to drop prices on fruit and vegetables in order to get full support…? In an ideal world yes, but let’s face it the chances of the government implementing this, and the likelihood of supermarkets actually buying into it are pretty slim.