To highlight some of the most common artificial ingredients found in kids meals, in collaboration with Weber Shandwick and Sloane & Company, we talked to the only people truly qualified to discuss kids’ food: kids.

We asked them to describe ingredients commonly found in their foods. They had an easy time describing simple items like apples and cheese. But for the others, like sodium benzoate? Well, they had to employ their limitless imaginations. Which made great stories for animated shorts – but not much else.

These videos send a message to the food industry and the world: Kids shouldn't have to imagine what’s in their food.

Videos:

Using the stories kids told and the pictures they drew, we created three animated short videos. To spread the word, we formatted them for social media and publications. In addition, we made a Behind-The-Scenes video of the interviews with the kids which lives on the website.

Website:

To establish Panera’s leadership in the food industry, we created a website featuring our “Kids Meal Promise”; a manifesto echoing their core belief that kids’ meals should be clean, sans sugary drinks and toy enticements. The site also hosts the animations, behind-the-scenes photos and shareable posters with snippets from the Kids Meal Promise.

Social:

We created posts with bite-sized pieces of the meal promise specifically for social media, and these were shared among Facebook, Twitter and Instagram to generate conversation, and to highlight the state of kids’ food in the industry.

Competitors like McDonald’s and Burger King have followed, making their own commitments to changing the food they serve kids.

The Kids Meal Promise work drove 732,707,559 potential impressions.

Our ad recall rates were some of the highest the brand has experienced with 12.6% on Facebook, and 12.43% on Instagram.