A 2025 study found that in France, 20% of children ages 6 to 17 are overweight, and 5.4% are obese. That’s 1 in 5 kids. By 2030, it’ll be 1 in 3.
What’s driving this?
It’s not a lack of healthy options, though. It’s just that kids nowadays are surrounded by processed foods high in fat and sodium, along with constant exposure to sugary snacks and drinks.
To make the problem worse, the nutrition guides available to the public aren’t written in a way kids can actually understand.
Photo from Unsplash
These are major challenges, and they aren’t so easily surmountable.
So, what did French authorities do to respond to this problem?
The French Ministry of Health, alongside French retailer Auchan and creative agency TBWA\Paris, reshaped how kids consumed food!
How?
By transforming eating into a FUN visual game!
The campaign team created a system specifically designed to encourage children to eat healthy. This system, dubbed Colorfood, turned eating into a visually-appealing and intuitive activity.
Colorfood is a food tray composed of six color-coded boxes that are designed to hold portioned food items based on different food groups. It was designed to function so children can reorder the boxes any way they’d like.
The tray was designed to hold each portion of food in the following manner:
- Protein (fish or meat): 80 g
- Carbs (rice, pasta, potatoes, etc.): 40 g
- Vegetables (broccoli, carrots, peas, etc.): 80 g
- Fruit: approximately the size of a clementine or a kiwi
- Dairy products (cheese, yogurt, etc.): 125 g for yogurt, 30 g for cheese
Photo from YouTube
According to the Colorfood campaign’s promotional material, the system behind this tray was designed to make “balanced eating colorful and fun while actively changing children’s behaviors toward healthier habits.”
This initiative was launched on February 4, 2026. The Colorfood tray was made available in Auchan stores, sent to influencers, and promoted at various schools.
Did the campaign succeed?
The results speak for themselves:
- The Colorfood campaign reached over 36 million people.
- Colorfood plates sold out in 24 hours.
Aside from those results, Colorfood drew positive attention from the prestigious creative organization D&AD.
Amazing, isn’t it?
You see, Colorfood’s campaign stood out because of how it solved a problem.
By putting a creative twist on how children consumed their food, Auchan, The French Ministry of Health, and TBWA\Paris helped address the problem of obesity in a colorful and fun way.
The success of Colorfood shows that when done right and mindfully executed, guerrilla marketing campaigns can be leveraged in drawing eyeballs to a brand while also helping solve society’s biggest problems.
About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”
Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”
Guerrilla Marketing is unconventional.
Looking beyond the traditional ways of advertising, marketers and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.
Guerrilla Marketing usually aims to have direct contact with consumers.
This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.
It’s about making a big impression and making that impression last a long time (if not forever).
Guerrilla Marketing can be inexpensive.
The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.
Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.
This is every business’ or brand’s dream!
Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.
Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.
Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.
Hope you find this week’s guerrilla marketing insight interesting and helpful.
Stay tuned for next Friday’s “Gorillas of Guerrilla Marketing!”
Cheers,
Dyane Diasanta
Senior Content Writer
Valens Dynamic Marketing Capabilities
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