This brand helped promote healthy eating habits by redesigning how children eat food!
I’m a fan of this strategy because it shows just how impactful such campaigns can be under the right circumstances and execution. For today, I’ll talk about a guerrilla marketing campaign that helped promote healthy eating habits in a colorful and fun way. Continue reading below. |
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This brand helped promote healthy eating habits by redesigning how children eat food! A 2025 study found that in France, 20% of children ages 6 to 17 are overweight, and 5.4% are obese. That's 1 in 5 kids. By 2030, it'll be 1 in 3. What's driving this? It's not a lack of healthy options, though. It’s just that kids nowadays are surrounded by processed foods high in fat and sodium, along with constant exposure to sugary snacks and drinks. To make the problem worse, the nutrition guides available to the public aren't written in a way kids can actually understand.
These are major challenges, and they aren’t so easily surmountable. So, what did French authorities do to respond to this problem? The French Ministry of Health, alongside French retailer Auchan and creative agency TBWA\Paris, reshaped how kids consumed food! How? By transforming eating into a FUN visual game! The campaign team created a system specifically designed to encourage children to eat healthy. This system, dubbed Colorfood, turned eating into a visually-appealing and intuitive activity. Colorfood is a food tray composed of six color-coded boxes that are designed to hold portioned food items based on different food groups. It was designed to function so children can reorder the boxes any way they’d like. The tray was designed to hold each portion of food in the following manner:
According to the Colorfood campaign’s promotional material, the system behind this tray was designed to make “balanced eating colorful and fun while actively changing children’s behaviors toward healthier habits.” This initiative was launched on February 4, 2026. The Colorfood tray was made available in Auchan stores, sent to influencers, and promoted at various schools. Did the campaign succeed? The results speak for themselves:
Aside from those results, Colorfood drew positive attention from the prestigious creative organization D&AD. Amazing, isn’t it? You see, Colorfood’s campaign stood out because of how it solved a problem. By putting a creative twist on how children consumed their food, Auchan, The French Ministry of Health, and TBWA\Paris helped address the problem of obesity in a colorful and fun way. The success of Colorfood shows that when done right and mindfully executed, guerrilla marketing campaigns can be leveraged in drawing eyeballs to a brand while also helping solve society’s biggest problems. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing! Do you want to know how an Indonesian pest control brand turned fear into marketing superpower? See it in next week’s article! |
Miles Everson
CEO of MBO Partners and former Global Advisory and Consulting CEO at PwC, Everson has worked with many of the world's largest and most prominent organizations, specializing in executive management. He helps companies balance growth, reduce risk, maximize return, and excel in strategic business priorities.
He is a sought-after public speaker and contributor and has been a case study for success from Harvard Business School.
Everson is a Certified Public Accountant, a member of the American Institute of Certified Public Accountants and Minnesota Society of Certified Public Accountants. He graduated from St. Cloud State University with a B.S. in Accounting.
