HOW DOES IT
Campaign “Nejlepší jídlo je to které pomáhá”
is built on 2 pillars:
1. Using a theme that will strongly resonate
in the target group. Our audience wants the
best for themselves and mainly for their loved
ones. Thus, opening a discussion about
the best food is a natural extension of the
important part of their lives. And the added
message Mary‘s Meals - The Best Food is
the one that helps, which is delivering twist in
the campaign and in people minds.
2. Combining several different methods to
best address Mary‘s Meals situation, problem
A proven method with great potential reach -
Still relatively new and with a fully unused
mass potential - interactive video content -
And the last part functionally and perfor-
mance-oriented to achieve high awareness
in a fast and simple way, but mainly deliver
numbers of donors - donate buttons.
One of the strongest topics amongst our
target audience = mothers and family-orien-
ted persons are their children. And when it
comes to their children, parents are typi-
cally less willing to compromise on quality.
In short, all parents want the best for their
children. And besides, the parents want the
best health, education or home equipment
for their children, it also involves food and
eating. And this point of view we want to use
in our campaign to grab more attention to
Mary‘s Meals and their goal.
Our campaign is “Nejlepší jídlo je to které
With this name, we intend to get attention
(awareness and consideration), but also,
more importantly, to convince people to do
the action (motivate people to donate and/or
Mary‘s Meals campaign is containing three
selected digital components - Online public
survey, Live streaming and Donate buttons.
An online public survey with the name “Na-
tional questionnaire - what is the best food”.
The questionnaire has two goals, firstly to get
an answer on the topic and secondly to be a
teaser and open the discussion - what food is
Live streaming on Facebook. A broad target
audience is reachable in an entertaining way
with live video content. The main goal for live
streaming is to connect the topic “Nejlepší
jídlo” with Mary‘s Meals. Secondary to show
the twist of the campaign that “Nejlepší jídlo”
is the one you help with.
Donate buttons. Out thinking was how to
reach a lot of people in a simple way, in the
context when they are thinking about food
and enable them easily and on few clicks
directly donate. The solution is cooperation
with Rohlík/Košík/Tesco Online and Dáme
Jídlo/Uber Eats/Wolt and implementing
donate options into their platforms.
Digital PR with a questionnaire national best food,
distributed into biggest newspaper/media houses,
with the request to support non-profit organization
and publishing survey. Survey supported by ow-
ned/paid media to get more attention.
Live streaming will be prepared as “discussion
battle” about Czech best food with quests - chef
Roman Vaněk, youtuber JdemeŽrát and nutrition
specialist Margit Slimáková. With that concept, we
want to bring a healthy dose of tension to get more
viewers/awareness for the topic. Takeout from
survey = content for discussion. Reveal the twist
and message - best food is the one which helps +
ask for donations.
Donate buttons. On platforms mentioned above
(with agreed cooperation) we create restaurant/
product page - Mary‘s Meals “Nejlepší jídlo je to
které pomáhá”. Donation will be via shopping as
regular items - as one lunch for 2 CZK, one month
of lunches for 40CZK, half a year 200CZK, whole
Young Lions Czech Republic 2019
Digital category - Team 14