Every parent knows how hard it is to convince young children to eat their greens, even though it’s said that between 8 and 10 years old they should be consuming at least 75 grams of vegetables a day. So how to get them to see beyond pasta? Naturally preserved veg brand HAK in the Netherlands and its agency DDB Unlimited tackled the problem with design. The result is The Helping Plate, which relies on psychology rather than technology. For example, its adult size helps children feel more “grown up”, while reducing the look of the veggie portion. An indentation holding the vegetables reduces the size further – and is also placed closer to the eater, prompting them to tackle the veggies first. Finally, the plate is shaded white to pale grey, making the vegetables look more colourful. With a bit of luck, HAK’s hack of the classic dinner plate will stop children from pushing it away. Maybe they should also sell it with some glue? 

TitleThe Helping Plate
Campaign The Helping Plate
Advertiser Hak
Brand HAK

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Date of First Broadcast/Publication Subscribers Only
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Media Type Case Study
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