Mott's, the nation's leading producer of branded applesauce and apple juice, has proudly created delicious and nutritious products for adults and children since 1842. As part of their new "Start Strong" campaign, Mott's aimed to further differentiate themselves from competitors and build on their brand purpose as a partner with parents to help nurture healthy lives. Through research with leading pediatric nutritionists, Mott's found that there were a lot of misconceptions and myths about the fundamentals of raising a healthy eater. Mott's set out to change this with the creation of the website and digital campaign, Teachable Tastes. The program aimed to increase the association between Mott's and their brand purpose through content that helps parents instill positive eating habits in their children at a young age.
Cooking with your kids can instill healthy habits that will last a lifetime but knowing how to do this is a daunting task. With the combination of jam-packed schedules, an overwhelming array of food options and mountains of often conflicting information about childhood nutrition, it is harder than ever for well-intentioned parents to feel good about the food choices they're making for their kiddos. Every parent wants to raise a healthy kid but with the lack of time, credible information, and confidence in the dietary decisions they're making can make this difficult. "If you think about it, we have things like 8-week Lamaze classes, but there is nothing substantial and effective for properly handling the 18-year project of feeding your child," said child nutrition expert, Jill Castle.
We worked with pediatric nutritionists every step of the way to make sure our content was credible and tested in the field with real kids. We held a workshop with some of the nation's leading child nutrition experts to draw some key insights into the eating habits of children.
Mott's partnered with leading child nutrition experts:
We learned that there were four key "barriers" that hinder kids from eating right. These include texture, appearance, flavor and aroma. Introducing new food to your children can be challenging and surprisingly, it can take up to 15-20 tastes for a child to embrace a new food. So, with the help of leading child nutritionists, Teachable Tastes tackles those barriers.
We developed video, editorial, and website sections to address these four common barriers. Each section hosted five recipes. However, these weren't just any recipes. Since children are more open to new foods when they're included in the process, each recipe offers simple steps for both children and parents. With every recipe, there are a plethora of tips, fun lessons and engaging activities that make healthy eating exciting and teach kids healthy habits that will last a lifetime. There's even a section just for parents called "Expert Tips" that highlights the four most important tips for parents as identified by our team of experts.
Site visitors of Teachable Tastes were 14% more likely to identify the brand purpose ("Mott's partners with families to help build healthy lives") to describe Mott's compared to those who only visited Motts.com.
Visitors spent an average of 33% more time with Teachable Tastes recipes than Mott's recipes, an average of 1 min 21 seconds with Teachable Tastes recipes. Visitors spent almost twice as long in the "Expert Tips" section of the site at 110 seconds.
Almost 90% of respondents said they were "very likely" to purchase Mott's products after visiting Teachable Tastes and 70% said the content was relevant to them as a parent.
Below are a few direct quotes from website visitors:
"Way to go Mott's! I am a pediatric speech therapist who works with many children diagnosed with oral aversion and sensory processing difficulties in relation to new foods. The content of Teachable Tastes should be wide spread education to all parents, especially those battling the challenges of limited food repertoires. I plan to use this as a resource for my families."
"My daughter is a picky eater and I am extremely thankful to find an interactive platform to interest her in building her own meals. I hope this will help us all as a family to value our nutrition."
"I've been looking for a way to get my kids to try new foods. Them helping in the kitchen always help! Can't wait to try some of these recipes!"
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