School Veggie Patches

CLIENT
McCain Foods

Snap frozen within hours of being harvested, McCain frozen vegetables are as fresh and and nutritious as market vegetables.
To increase the awareness of their freshness credentials and encourage young families to eat more vegetables McCain launched a national School Veggie Patch program. Through points redeemed from the sale of McCain product, schools that signed up to the program received seed packs, gardening tools, vegetable patch materials and class visits from farmers teaching them about the origin and source of farm produce and the benefits of good nutrition. 
The integrated campaign had an unprecedented uptake with 29% of all Australian primary schools participating in its first year reaching close to 1 million families. Mccainveggiepatches.com received over 41,000 website visits with an average 4.5 minutes spent on the site. 62,000 barcodes were sent in by schools and over 15,000 veggie patch items were redeemed.
The program was praised by many family groups and was a Parents Jury FAME award winner.