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Friday May 9, 2014 MYT 12:00:00 AM
Monday May 12, 2014 MYT 4:28:32 PM
by sheela chandran
Positive feedback: The response to Nestle’s Lebih Nilai Lebih Kebaikan campaign was overwhelming, with over two million Malaysians having pledged to keep a healthy and active lifestyle, said Nestle Malaysia managing director Alois Hofbauer (right).
Over two million Malaysians have pledged to be healthy through Nestle’s Lebih Kebaikan, Lebih Nilai campaign.
When Nestle Malaysia launched its Lebih Kebaikan, Lebih Nilai campaign on March 1, the goal was to encourage at least a million Malaysians to commit to caring for their well-being.
Although the task seemed daunting at first, it eventually proved to be a huge success, with over 2.2 million Malaysians registering their pledge to lead a healthy lifestyle on Nestle’ website and nationwide roadshows.
“We had initially set ourselves a target of receiving one million pledges, but we were not sure how Malaysian consumers would respond to the campaign. However, the response was overwhelming, and we are happy to report that we received more than double the initial target, with a final figure of 2,202,271,” said Nestle Malaysia managing director Alois Hofbauer in a press release.
The six-week campaign, launched on March 1, was Nestle Malaysia’s biggest promotional activity to support healthy living.
During the campaign, Nestle went a step further to make food items more affordable for consumers, offering price deductions, premium gifts and value-for-money offerings for Nestle signature items such as Milo, Nescafe and Maggi instant noodles.
Those who had pledged also received daily health tips via the Nestle Good Food Good Life facebook page and e-mail. The campaign was supported with road shows held at 22 hypermarkets and supermarkets throughout the country, which reached out to a total of 670,500 consumers.
In addition, Nestle also had mobile promotional units at 740 locations and 1,386 participating outlets, resulting in another 298,702 customer engagements. The roadshows and mobile units proved to be an effective channel to disseminate Nestle’s messages on health and nutrition as the number of pledges received far exceeded the initial target.
Hofbauer added the campaign was a clear indication of Nestle’s initiative to help consumers make healthier and nutritious choices.
“This campaign is very much in line with our nutrition, health and wellness direction, and it is clear from the overwhelming response that our direction resonates with what consumers want. On behalf of Nestle, I would like to thank all Malaysians for their support. The feedback clearly shows that Malaysians take health issues seriously and that they have confidence in Nestle.”
The campaign also received support from the Ministry of Women, Family and Community Development, as it is in line with one of the Ministry’s aim and mission, which is to strengthen the family unit in order to improve social welfare and to develop a healthy and prosperous community through healthy nutrition and lifestyles.
Its minister Datuk Seri Rohani Abdul Karim was one of the first to register her health pledge At the global level, Nestle is committed to its strategic vision in areas concerning nutrition, health and wellness, and includes strategies to continuously create nutritional value and health benefits across its product range.
Its Healthy Kids Programme initiative hopes to create awareness on good health and promote physical activity among school-going children between seven and 12 years old. Last year, the Milo Breakfast Movement, a nationwide campaign to emphasise the importance of having breakfast, was launched. There’s also the Program Cara Hidup Sihat (Healthy Lifestyle Programme), a three-year collaboration (2012-2014) with the Ministry of Education and Universiti Putra Malaysia to enhance the knowledge and practice of a healthy lifestyle to students at boarding schools.
Nestle has the largest private Research and Development network in the world, and invest annually about RM5.1bil into R&D globally.
> For more details, go to www.nestle.com.my.
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