Title	THE HELPING PLATE
Brand	HAK
Product/Service	FOOD
Category	A03. Data-driven Consumer Product
Entrant	DDB UNLIMITED Amsterdam, THE NETHERLANDS
Idea Creation	DDB UNLIMITED Amsterdam, THE NETHERLANDS
PR	CREATIVE VENUE Amsterdam, THE NETHERLANDS
PR 2	HAPPYLIFE PR Alphen aan den Rijn, THE NETHERLANDS
Production	WAARMAKERS STUDIO Amsterdam, THE NETHERLANDS
Production 2	ROYAL GOEDEWAAGEN Nieuw-Buinen, THE NETHERLANDS

Name	Company	Position
Maarten Vrouwes	DDB Unlimited	Creative Director
Friso Ludenhoff	DDB Unlimited	Creative Director
Luuk Simonse	DDB Unlimited	Concept creator/art director
Leendert-Jan de Ronde	DDB Unlimited	Concept creator/Copywriter
Dick van der Lecq	DDB Unlimited	CEO
Lisette Timmer	DDB Unlimited	Account Director
Moniek van de Rijt	DDB Unlimited	Producer
Joris Groot	DDB Unlimited	Designer
Tatiana Consoli	DDB Unlimited	Designer
Byron van den Eng	DDB Unlimited	DOP & editor
Lars Noback	DDB Unlimited	Editor
Tom Stumpel	DDB Unlimited	Director/DOP
Betina Piqueras Fiszman	Wageningen University & research	Associate Professor, Wageningen University & Research (WUR)
Robbie Postma	Food x creativity	Food stylist
Maarten Heijltjes	Waarmakers Studio	Product Designer
Simon Akkaya	Waarmakers Studio	Product designer
Rolina de Haan	Royal Goedewaagen	Product producer
Rens Korevaar	Earforce	Sound & Music
Tymen Geurts	Earforce	Sound & Music
Reinder van Zalk	Earforce	Sound and music
Philip Huis in 't Veld	Philip Post production	Post production
Frank Witte	Creative Venue PR	PR
Jacqueline Buijs	HappyLife PR	PR
Jessica Hartley	PR	PR
Egotribe Egotribe	Egotibe	Website building
Nicole Freid	HAK	Head of marketing & innovation
Yolanda van Grootel	HAK	Brand communication manager

Why is this work relevant for Creative Data?

A plate designed, based on scientific data, to help kids eat more vegetables. The way we serve our food influences our brain. Before we’ve taken a single bite, we have already ‘tasted’ with our eyes. We teamed up with Wageningen University & Research and studied different factors that influence how we experience our meals and how much we eat. The research data and scientific findings guided the design of the plate. This intelligent plate helps children (aged 4-8) to lay the foundation for a healthy eating pattern, by helping them eat more vegetables, without them noticing it.

Background

Most people in the Netherlands structurally eat too little vegetables. A problem that starts early in life, as only a handful of children eat the recommended daily allowance of greens – an average of 73 grams instead of the recommended 100-150 grams a day. This increases the risk of serious health issues such as obesity and chronic diseases, as they grow up. The period between ages 4 and 8 years is crucial: that’s when you lay the foundation for your eating pattern. HAK's, one of the biggest vegetable brands in Western Europe, mission statement is to ‘help people eat more vegetables at as many moments at the day as possible’. This is not just a statement. They wanted to put their money where their mouth was. And actively help people to eat more veggies. Starting with the most important group: kids between 4 and 8 years old.

Describe the Creative idea / data solution (20% of vote)

Data shows we don’t taste with our mouth, but mostly with our brain. Even before we have taken one single bite, we subconsciously ‘tasted’ with our brain. And our brain is heavily influenced by the way we serve our food. This insight sparked the development of The Helping Plate. The world's first 'intelligent' plate, designed around smart scientific nudges, to help children (and their parents) to eat more vegetables more easily.

Describe the data driven strategy (30% of vote)

We teamed up with the world’s leading food university: Wageningen University & Research. In an extensive research project lasting 1,5 year, scientists looked at all the food and nudging data we could use to let children eat more vegetables in an unconscious way. They laid a solid scientific data foundation for designing the plate.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

The Helping Plate was designed based on the following scientific data: Mirroring A child’s brain mirrors and copies its parents’ behaviour, so the plate is round and ceramic – just like their parents’ plates. More = more By making the plate larger, the portion seems smaller. This is called the Delboeuf illusion, and lets the brain perceive the meal as more doable. Delboeuf illusion An indentation lets you secretly serve more vegetables. As there is more, a child will automatically also eat more. Closer is better This indentation was designed to be placed close to the child, as food that is closer ends up in your belly sooner. Tastier by colour The white surface behind the vegetables lets our brains experience them as looking tastier. To make the veggies look more appetising than the rest of the meal, from there the plate gradually becomes darker.

List the data driven results (20% of vote)

As the plate immediately became an official bestseller at the biggest Dutch department store, the initial run sold out within hours. We are now at the third run, and a total of 34,000 plates. The plate got lots of (inter)national PR coverage. In The Netherlands the free publicity reached 3,82 million, in a country which inhabits only 1,9 million families with kids. Becoming food for thought on the importance of vegetables and how design can help us eat healthier. This not only got people to think about their daily vegetable intake. But actually helped families eating more vegetables on a daily basis.