The Helping Plate


The age between 4 – 8 years is crucial in developing a healthy eating pattern. Yet most of these children structurally don’t eat enough vegetables, which increases the risk of serious health issues as they grow up. 

For HAK, one of the largest vegetable brands in Northern Europe, we introduced a new solution for this problem: The Helping Plate. A dinner plate that is designed based on scientific insights, gathered by Wageningen University & Research, and nudges kids into eating more veggies – without them knowing it.



The Helping Plate


Project film


Five key features


Packaging design 



Featured on AdAge, AD nieuws, Contagious, Gizmodo, Muse by Clio, RTL nieuws and others.

Concept at DDB Unlimited. Based on insights gathered by Wageningen University & Research. Plate design by Waarmakers, production by Royal Goedewaagen. For sale at de Bijenkorf.


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