Mercamadrid — Spain’s largest platform for the distribution, commercialization, processing, and logistics of fresh food — challenged us to create a creative campaign promoting healthy habits from childhood.
Wellfooder
Client
Mercamadrid
What we did
Creative advertising campaign
Where it lives
Multichannel campaign (online and offline)
Sector
Food and consumer goods
That’s how “Wellfooder Arcade” was born. Leveraging one of the most widely used platforms, GIPHY, we created a series of video games using the GIPHY Arcade tool, where players become true Wellfooders fighting unhealthy eating habits.
At Amundsen, we were clear: children and adults had to play together to relearn healthy habits — building a community called “The Wellfooders,” one that kids would want to belong to because: Nothing stops a Wellfooder.
The campaign’s look and feel draws on 80s aesthetics — a style that resonates with both dimensions of the campaign: adults and children.
Wellfooder Arcade also features its own board game for families and friends, creating a transmedia strategy that extends from online to offline.
An interactive, fresh campaign ready to turn everyone into true Wellfooders.