Since the 1970s dietary habits have hardly changed in Hungarian education institutions, the quality has not improved significantly. At schools, in kindergartens, hospitals and public facilities, the food is prepared according to the same recipes and with similar ingredients using decades-old kitchen technology.

The expert panel of the Ministry of Human Resources has recognized the problem and adopted radical provisions for public kitchens to combat maladministration: Among other things, this meant a mandatory reduction of the sugar and salt content of food, as well as restricting the use of fats.
At the same time, the facilities had to increase the proportion of fresh ingredients such as fruit and vegetables and put together new dishes. Obviously, the implementation of the measures for a healthier public catering did not go smoothly – the kitchens found it difficult to give up old habits from one day to the other and to create delicious and balanced dishes with new recipes. In many places resistance followed the reform due to the fact that the food was partly not properly prepared.

Unilever Food Solutions has formed a professional consortium in collaboration with the METRO trading chain and with the Ministry of Human Capacities to curb these developments. Together they created a program for affected employees as well as anxious parents to communicate and explain the intention of the dietary reform in public institutions.

The task of PLANB was to develop and implement a holistic creative campaign, which should illustrate and introduce the measures with the help of information material for different target groups. For this purpose, we have developed learning videos, games and recipe ideas, which were distributed via social media platforms. The success speaks for itself: The respective website called ‘Kitchen Lady’ has been used by more than 10,000 individuals, the learning material read or viewed as a video by millions. Therefore, our information campaign is today one of the most important interactive platforms in the field of public catering in Hungary.

The campaign is realized on behalf of Unilever Food Solutions.

Sponsors: METRO chain, CarteDor, Rama, Delikát, Globus, Hellmans, Knorr, Lipton, Flora, Saga, and the Rama Combi Profi

The project is carried out in cooperation with the Ministry of Human Capacities.

More information:

http://konyhasneni.reblog.hu/