Look, compare & choose

For the Ministry of Health, Welfare, and Sport, we are launching the campaign 'Look, compare & choose'. This campaign introduces Nutri-Score, a food choice logo that helps consumers choose the product with better composition while shopping. The campaign utilizes the mantra 'Look, compare & choose': Look at the Nutri-Score. Compare similar products with each other. Choose the product with the better composition. This message is disseminated through a wide range of media channels, such as television, online video, digital out of home, newspapers, and magazines, reaching a broad audience.

There are many misconceptions about Nutri-Score. To reduce confusion and complexity, we provide clear context. This way, we explain to people in a simple manner how to use Nutri-Score correctly. Many people don't know that Nutri-Score helps you compare similar products with each other. So pizza with pizza or muesli with muesli. Therefore, you don't use Nutri-Score to compare pizza with a salad.

The Nutri-Score logo is visually very straightforward. The letter designation, but especially the colors, make it easy to make the better choice. This provided a great opportunity to showcase colorful lighting in the campaign, making it easier for the viewer to make the connection between picking up the product and looking at the Nutri-Score.

The mantra 'Look, compare & choose' forms the backbone of this campaign and offers a clear action perspective for consumers. This is reinforced by social modeling: the main characters in the campaign demonstrate the desired behavior, which strengthens the message and encourages action.

With 'Look, compare & choose', we take an important step in empowering consumers to make better food choices. The campaign provides clarity about the context so that consumers know how to use Nutri-Score. However, consumers may still have questions, such as what exactly constitutes a better composition? Therefore, we refer them to the website nutriscore.nl where consumers can find answers to these questions.