Project Zdrava Hrana Svakog Dana (Delhaize)
The Zdrava Hrana Svakog Dana [Healthy Food Everyday] project was launched by our client, Delhaize, as an educational initiative. It originally featured a nationwide tour of primary schools across Serbia, where company representatives and certified nutritionists held interactive workshops for fourth-grade students. The goal was simple: to introduce children to the core principles of a balanced diet in an engaging and accessible way.
As the project evolved, there was a clear need to extend this education into the digital realm and adapt it for an older demographic: teenagers and high school students. This led to the creation of the "Zdrava hrana svakog dana" TikTok profile, a space that speaks the language of youth.
Creative Approach & Strategy
Our strategic foundation is built on the idea that education must feel like entertainment, not a lecture. Young audiences on TikTok don't look for formal advice; they crave content that is authentic, fast-paced, and relatable. We tailored our communication to match this specific dynamic.
To achieve this, the content is centered around two main presenters - a teenage brother and sister. Through their natural dialogue, they navigate everyday situations and nutritional dilemmas that their peers face. This format allows us to deliver information through humor, sibling banter, and real-life scenarios, making it much easier for the audience to identify with the message.
Content Pillars
The content is structured into several creative formats that rotate throughout the month:
- Sketches & Dialogues: Short, relatable scenes from a teenager's daily life (e.g., skipping breakfast, late-night snacking, or overindulging in fast food).
- Edutainment: Catchy, bite-sized facts presented in an engaging way, such as:
- Which foods boost focus and concentration?
- The importance of hydration for maintaining daily energy levels.
- Pro-tips, like why finely chopping garlic maximizes its benefits.
- Challenges & Interactive Formats: Content designed to drive engagement, encouraging the audience to participate, comment, and share their own habits.
- Trend Adaptation: Leveraging current TikTok trends and trending audios to give educational messages higher organic reach and cultural relevance.
Through this approach, the brand doesn't act as a lecturing authority. Instead, it positions itself as a relatable partner, providing valuable insights through the kind of content teenagers would naturally choose to watch on their For You Page.