Yumit: Yumit: The Interactive Children’s Food Plate

 
Campaign Summary

For parents, getting children to eat healthy foods has always been a challenge. Getting children to play has not. Yumit developed a product that combined the two, bringing a new meaning to "playing with your food." As children ate from Yumit's interactive place setting, the product monitored how much and what kind of food they were eating. Everything the child ate would serve as "fuel" for an animated bear in a mobile game connected to the place setting. At the conclusion of the meal, the child could play the game, using only the "energy" they provided to the bear by eating healthily.

Strategy

Objective and Context:

Yumit was founded to help parents get their children to eat at mealtime. Many children are naturally picky eaters, and some are easily distracted or uninterested in eating healthily. The brand sought to develop a simple and smart solution to help the next generation enjoy developing healthy eating habits.

Target Audience:

While Yumit's benefits were for children, the product was marketed to adults as well, as they were the ones primarily concerned with the healthiness of their child's diet.

Creative Strategy:

If Yumit could make eating healthily fun for kids, it was more likely they'd do it again. As it stood, bribery was one of the most effective methods parents found to get their children to eat what was on their plate. One of the most popular forms of bribery parents used in 2016 was offering time to play on an iPad or other mobile device. These devices have become increasingly child-friendly, and as a result, most children highly enjoy using them. Yumit took this insight and developed a way to make mealtime an entertaining, enjoyable, and instructive experience for children, and remove conflict from the situation.

Execution

Overall Campaign Execution:

Yumit created an interactive children's place setting that motivated kids to eat healthily by converting what they ate into "virtual energy" that could be used to play Mr. Bingley, a mobile game created by the brand. The healthier the kids ate, the more virtual energy the Yumit game character would have. Mr. Bingley was developed with the Unity game engine, and used an open application programming interface to convert nutritional values into virtual energy. Mr. Bingley's energy depended on how healthily the child ate during his/her meal. If the child didn't eat properly, the character wouldn't have enough strength to complete the level.

The Yumit plate rests on a scale that measures each bite in real time. As food disappears, information is sent to the Yumit servers. When the child finishes eating, he/she can enjoy the game and learn about the benefits of eating healthily.

Mobile Execution:

Yumit also has a mobile app for parents, which registers and analyzes children's eating behavior. If something is missing from the child's diet, it's suggested through both the game and the app.

Results (including context, evaluation, and market impact)
  • The product launch campaign generated 15,900,000 media impressions, a media spend equivalency of $1,700,000.
  • WIRED selected Yumit’s plate as “One of the most cleverly designed objects of 2015.”
  • Due to the product launch’s success, San Martin de Porres, an Argentine organization dedicated to autism, is planning on adding Yumit to their treatment plans this year.

Categories: | Industries: | Objectives: The Internet of Things | Awards: Finalist

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