The Russian Hypermarkets O`key wanted to create a collectibles’ promotion to support their increasing sustainable and social responsibilities, to launch of their “Kids about Planet” club. The promotion should be designed to create opportunities for interaction between parents and kids in the territory of the planetary ecology, but with a detailed link to Food.
“Sowing good things” is a name of promotion which shows practical and fun ways of learning how to take care of the planet and makes healthy food interesting for kids. In 78 hypermarkets O`KEY all over Russia at the purchase of 14 euro ( 1000 RUB) shoppers received pot with seeds inside to grow their own healthy food. The collection of 9 vegetables and 3 flowers pots could be collected in a garden box which produced from recycled plastic.
To activate the shoppers and their kids and to make collecting even more fun cool activation was implemented. Grow plants and come up with your own recipes! Try on the role of a gardener and cook and win cool prizes! Participate in the children's competition "Sowing good things " from O`KEY: upload in social media photos of your heroes-plants and a recipe where one of them can be as a component.
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Business Development Manager Russia & Baltics