Waiting Made Fun.
Problem
UK children's sugar consumption is at an all time high, consuming more than a year’s worth of recommended sugar in 6 months.
INSIGHT
On top of our natural desire for sugar, restriction increases the desirability of
sugary foods.
Strategy
By improving parental conversation with children about food as an alternative method to restriction.
Solution
Using established behavioural science theories and frameworks to develop Hungle, a family friendly app that aids mealtime communication.
Hungle
(The Hunger Jungle)
The three functions of the app are to:
Increase communication,
Improve children’s understanding,
And, relieve boredom during the 1 – 2 hours leading up to mealtimes to prevent relying on overt restriction methods.
Hungle's features:
Parent & child synced accounts.
Set personalised family goals.
Dinner Clock Countdown.
Adventure Mode.
Parent task setting.
Parents input daily insights.
Children input mealtime preferences.
Receive expert feedback and advice.
The Dinner Clock Countdown
A method of information simplification. The app will use audio to help young children due to their developing reading ability.
Sunny Summit
All the family can track progress towards their sugar & restriction-less goals.
Hungle Launch Campaign
Landing Page
However, if the download process is complicated it will deter consumers. Therefore, to lower friction cost, the packaging promotion contains a QR code taking interested consumers straight to the download page. It starts with a compliment to aid liking (the six tools of persuasion, Cialdini) and quick links
to lower friction cost.
Paid Endorsements
Little Dish has "authority" (Cialdini) as a reputable, knowledgeable brand making its voice influential. However, it is more effective when others speak of a product’s excellence than when a brand speaks for itself. As a result, the campaign involves paid endorsements with UK YouTube Family influencers to review the product before launch.
QR Stickers
Hungle’s target market are UK mothers with children between the ages of 3-6. Hungle will launch in August 2021, one month before the new school year as it is recommended to “communicate before habits harden” (Richard Shotton).
Using Robert Cialdini's principle of "scarcity", Hungle will only be made available to subscribed Little Dish Family Members for one month as a free download creating an exclusive offer. Afterwards, it will be chargeable to the general public. This also acts as a deadline, which increases the likelihood of Hungle being downloaded as consumers are less likely to procrastinate.
Hungle's behavioural science
Hungle’s success relies on being habitual. The app uses the Hook Model of Behavioural Design (four looping stages Trigger, Action, Variable Reward and Investment) and the EAST Framework.
To explore the project in full and view the project bibliography, click the icon.