Hak - The helping plate

It is HAK’s mission to help everyone eat more vegetables. Which is quite a challenge, as the Dutch structurally don’t eat enough veggies and only a handful of children consume the recommended daily amount.

To turn words into deeds, HAK decided to amplify its mission via an out-of-the-box innovation and introduced: The Helping Plate. A plate crafted, designed, and produced based on scientific insights from Wageningen University & Research and nudging techniques, that helps children to eat more vegetables – without them even knowing it.

We translated HAK’s brand mission into a clever, innovative idea outside the category into a physical product that every parent can start using at home. The Helping Plate is sold at de Bijenkorf (it even became beststeller online) and a PR campaign ran through social media and influencers.