Walmart is collaborating with Partnership for a Healthier America (PHA) and Higher Ground Productions to launch a new interactive experience that aims to show kids that healthy food can be fun.
Inspiring families to cook fresh healthy foods
The interactive culinary adventure experience, The Hidden World of Waffles + Mochi, is based on the characters from the Netflix show, Waffles + Mochi. It is designed to inspire families to cook up fresh healthy foods through interactive recipes, games and video clips. When an activity is completed, a badge is awarded, which also unlocks a donation from Walmart to the PHA Pass the Love campaign. This is designed to help feed food-insecure families in the US.
”The fact that kids can play to pay forward a meal for a family who needs it makes this experience doubly rewarding for all of those who will use it. We aim to be a force for good in the communities we serve by helping democratize access to healthy, affordable foods and supporting hunger relief efforts."
Courtney Carlson, senior vice president, category marketing, Walmart
Builds on a key pandemic theme
Parents and kids can interact with up to 20 different activities centred around 10 ingredients from the series. These have been designed to help parents and kids to expand their palette. This initiative also builds on one of the key themes of the pandemic, where families have been baking and preparing more meals together. This is a trend which product manufacturers are expecting to remain in place even as the pandemic eases.
Revealing a new level of creativity
Walmart has been one of the leading retailers to develop interactive experiences since the start of the pandemic. Key initiatives have included live shopping events with TikTok, virtual summer camp experiences, and online Halloween events. It has also expanded its shoppable interactive video hub, Walmart Cookshop, adding over twenty new episodes. These initiatives highlight how Walmart has been able to reach a new level of creativity through the pandemic, underpinned by the new marketing organisation which has been built by William White, chief marketing officer, Walmart US.
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