Developed through a food and grocery industry initiative, the
Eat Wise and Exercise campaign aims to make a positive contribution
to the health of New Zealanders by providing them with practical,
easy and affordable ways to improve dietary behaviours as well as
simple ideas to increase physical activity.
"As a responsible food retailer Foodstuffs was keen to be
involved in this initiative right from the start" says Brian Drake,
Chairman of Foodstuffs Wellington and owner of New World
Thorndon.
"We believe it is important that customers are equipped with
information at home and in store to help them make quick, easy and
nutritious food choices without breaking the bank."
To celebrate the campaign New World hosted a fun and healthy
breakfast for local school children in the produce aisle at its
Thorndon store in Wellington.
Joining in the breakfast fun was the Minister of Health, Hon
Tony Ryall and Silver Ferns, Katrina Grant and Paula Griffin, who
later held a training session for the school children outside the
store.
Over the past two years New World has worked closely with the
Ministry of Health, the Food Industry Group, Brandworld and the
National Heart Foundation to develop a campaign that will help New
Zealanders to make well informed choices, while encouraging them to
become more active as part of their day to day lives.
"Much of the campaign focuses on nutritional choices and
ensuring that customers know which foods are the healthy options.
We want the campaign to be easy and accessible to everyone, so it's
all about providing practical, easy and affordable ways to improve
our diets", says Mr Drake.
"We have been very fortunate to be working with some wonderful
suppliers who are completely on board with the ethos behind the Eat
Wise and Exercise campaign.
"This means that whether customers choose well-known brand
products or items from our very own Pam's range, there is something
to suit everyone's taste and budget."
The campaign, which includes a series of TV advertisements,
featuring Sophie Gray, best known as the Destitute Gourmet, also
has its own website www.eatwise-exercise.co.nz,
and is supported by New World in-store promotional activity
including a competition, posters and information booklets, as well
as a weekly household mailer.