In 2013 the CEO of Nestlé pledged to add portion guidance to all packaging targeted at kids and families. Mr & Mrs (and a second UK firm) were asked to help kickstart the initiative with a catalog of unique communication ideas applied to six different product categories. Twenty-four concepts were presented in focus groups in the US, UK, Germany, India and Brazil.
Final product: A 78-page catalog of ideas including focus group comments and a strategic framework for meeting the mandate. The catalog was used to guide all global brands.
We partnered with our friends at PeopleDesign to help us get the best ideas in a short period of time.
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/715eb4665922c39d5d5d3338_rw_1920.jpg?h=d87b9041272ff91ab344d895279b3372)
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/72c7f081e9fafc148001e78b_rw_1920.jpg?h=9da366fd48924883666aafa829d681eb)
![](https://pro2-bar-s3-cdn-cf5.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/60ed4007e080f743691e6ed2_rw_1920.jpg?h=db4438ec5f0bd10cd66f61a5771613e7)
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/9b546b758dd9cb37fcf527fc_rw_1920.jpg?h=83c5c2f983420b4c58e1f194d23dc38e)
Placing the message in an unexpected place draws attention right at the point of use.
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/76ac55e82ff41a6d48d3f5fb_rw_1920.jpg?h=6d50a40d5448a5821a0e47d13f17e468)
![](https://pro2-bar-s3-cdn-cf5.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/6a97897420b7c1d677fd2abd_rw_1920.jpg?h=41dd93fa6ea87c0bc794c18ac64279f9)
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/04a8c6396dae3ef461792cf2_rw_1920.jpg?h=d7269c24a916ca1aa8aaa22ced9fddcd)
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/23522e9d90145ad23e3645b3_rw_1920.jpg?h=ad7599ff4c9c394a40027fc92dc556a0)
Appealing to kids can get a conversation started with parents.
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/768034a1ce80352087604107_rw_1920.jpg?h=dd158719041c1c0c801dbcc3bca64284)
![](https://pro2-bar-s3-cdn-cf2.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/3c6159a58a09b0cc762b4284_rw_1920.jpg?h=2a06d3a9692227698c26dd3d05e00993)
![](https://pro2-bar-s3-cdn-cf2.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/d756e13ed1c5927c74ec6696_rw_1920.jpg?h=9d0b6e5a617b23525c569ffa753dffc8)
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/9c66c021ac9d8a6205beac23_rw_1920.jpg?h=6069bd6b9082d5cbc0252779d6df46f6)
Sometimes the best portion advice is to recommend another product. Who can resist dancing food?
![](https://pro2-bar-s3-cdn-cf.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/8a56617a7c37b990c2c51207_rw_1920.jpg?h=210d5b1605598450744f2c61ed781cb7)
![](https://pro2-bar-s3-cdn-cf2.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/386c685cc211b4069c8b64ca_rw_1920.jpg?h=b2dc37e9a0b924b73cbc176da54baa7e)
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/78b9128a5f184bf9f4226286_rw_1920.jpg?h=e24d3d8602be46432eaaab68c80808ac)
![](https://pro2-bar-s3-cdn-cf3.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/e35cba1b7d3a2fac277f6a36_rw_1920.jpg?h=5c7ee2e567035e19df7534c5b02021c4)
![](https://pro2-bar-s3-cdn-cf2.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/d7a0d0c98f0690fd24dede08_rw_1920.jpg?h=7ecdae23ee592791d7e9b3bbe2d7f622)
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/9d31a3a3146ecdfbaa18cb77_rw_1920.jpg?h=d44fd053601d38d3c8dac8773c8434fc)
![](https://pro2-bar-s3-cdn-cf2.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/d6292020fcdf84e084a49558_rw_1920.jpg?h=8bd6cee18552beba1aa31ebe97c5cb4e)
![](https://pro2-bar-s3-cdn-cf.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/193bf90b025c3325c5be72f8_rw_1920.jpg?h=1a21ab4865a6a7975097a48d5d9852d9)
There are already directions on most frozen food packages. Why not add instructions for preparing a salad and then plating?
![](https://pro2-bar-s3-cdn-cf.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/1704bd1ad1ec944e0f5ed19f_rw_1920.jpg?h=9c5a4574d067b7db557f8aefcf18857e)
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/7e66ebdceadaff0d958b7ef2_rw_1920.jpg?h=e3da124bf49915124a6a2bcf2d6de4eb)
Interior wrap is a great place to show portions at actual size. Another aspect of getting portions right is completing the meal. Beautiful photography and a recipe encourages families to add a salad.
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/2ee515b26f585e3fb24c92e9_rw_1920.jpg?h=271ef545a0c205140681da837adb0f22)
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/7fc4081bf9e8c3bd9ab1528cdfbccefc/9a056e2db1392c2e6c8e4921_rw_1920.jpg?h=a916a1515f695bfe34fb83052f9675f3)