Leverage our marketing efforts to promote healthy cooking, eating and lifestyles
Developing tasty products that meet nutrition requirements is a crucial step toward helping people lead healthier lives. At the same time, we need to support consumers to choose products and activities that are better for them and their families.
Demonstrating our commitment
Over the course of our commitment, we have more than doubled our marketing spend in areas that promote healthy choices. The COVID-19 pandemic has posed many difficulties for businesses and consumers alike. Our brands Milo and Maggi have risen to the challenge and found new ways to continue supporting healthy choices, launching campaigns to inspire families to prepare nutritious meals and stay active at home.
We are committed to marketing our products and encouraging consumer choices responsibly and transparently. We strive to be an industry leader in responsible advertising, especially in sensitive areas such as marketing to children.
While we achieved our objective in 2017 to only market nutritious choices to children, we know it is a practice we must remain dedicated to. To this end, we audit our Marketing to Children practices every year. In 2020, the results once again showed strong compliance, particularly across our television advertising.
Promoting home cooking with Maggi recipes
Since the start of the COVID-19 pandemic, cooking at home has become an even more important part of life for many families. Our Maggi brand has offered a helping hand with a selection of simple, nutritious recipes that combine the goodness of Maggi products with fresh ingredients.
Our recipe websites usually receive approximately 30 monthly million views across the globe. Since the start of the COVID-19 pandemic, however, these pages have seen a 34% increase in traffic, highlighting the important role Maggi has played in encouraging healthy meals at home.
Encouraging active children at home with Milo
Our Milo brand has a clear purpose: nourishing kids’ journey to success with nutritious energy and the inspiration to grow with sports. Throughout the COVID-19 pandemic, with gatherings discouraged and sports events canceled, we had to rethink how this could be achieved, moving quickly to bring sports programs online.
In April 2020, we launched a new platform, Milo Home Ground, to support parents in keeping kids active while schools are closed. This platform features a series of digital assets, such as football training videos, tutorials on fundamental motor skills and other inspiring content to promote physical activity at home. The platform is now active across 17 markets.
In the Philippines, Milo Home Ground, with the support of the Department of Education, has reached millions of children with online exercise lessons. While in Vietnam, Milo introduced a campaign to help parents create a sports corner at home, with fun games to keep kids active. This was very successful, and the campaign won the Global Facebook Award 2020. In Indonesia, the Milo Indonesia Virtual Run 2020 also proved popular, with many parents and children taking part in either a 3 km family run or a 10 km individual run.
Ensuring safe online spaces
Today’s consumers are increasingly getting their information from digital platforms. As we bring more of our marketing online, we want to ensure it is shared on safe platforms. Being active members of the World Federation of Advertisers (WFA) and founding members of the Global Alliance for Responsible Media (GARM) offers us the knowledge and support we need to do this.
The digital environment is a complex landscape, and solving some of its pressing issues demands collective action. GARM members collaborate to tackle major safety issues around digital marketing, including harmful online content.
In January 2020, alliance members clarified their priorities for sustainable, responsible online spaces in a new working charter, identifying three areas for development:
- Shared definitions: To act together, we need to understand each other. We encourage industry-wide consensus as to what qualifies as harmful content by developing shared language.
- Common tools and systems: Using shared standards enables an integrated approach to categorizing online content.
- Independent oversight: Through independent verification of processes, advertisers can ensure transparent communication and continuous improvement across all platforms.