Spinach, an integrated advertising agency, has joined forces with Mamamia, Australia's largest independent women's media company, for a campaign aimed at helping parents increase their children's vegetable intake. The campaign promotes Nutri V, a product that transforms surplus Australian-grown vegetables into nutrient-dense, fibre-rich powders. Developed in collaboration with the CSIRO, Nutri V's powders are designed to improve Australians' health, reduce food waste, and care for the environment.

Nutri V's 100% vegetable single-ingredient powder pouches are designed to be easily added to almost any recipe. The products are exclusively available in Coles supermarkets. The campaign strategy showcases Nutri V products with a holistic approach to easy healthy eating, leveraging parenting influencers.

"Only seven per cent of Australian adults and five per cent of kids eat the recommended five serves of vegetables a day. Nutri V’s mission is to make it easier for parents to boost their kids' veggie intake without the struggle, ensuring healthier meals and less food waste," said Olivia Said, Nutri V Business Development Manager.

The campaign includes influencer-created content, video pre-roll, newsletters, and runs across Mamamia’s social media channels and the Mamamia Podcast Network. Prior to the campaign, Spinach worked with Nutri V on its launch, developing the branding for Nutri V Powders and Goodies, designing the Nutri V website and digital creative assets, and the entire suite of packaging including pack designs, shelf and display units for Coles.

"We’ve loved working with Spinach and Nutri V on this campaign. It’s been a great collaboration, and we’re proud to help bring Nutri V’s message to life in such a fresh and engaging way that is clearly resonating with our audience," said Marie Joyce, Head of Victorian Sales at Mamamia.

"Nutri V is an impressively innovative and sustainable brand and we’re thrilled to build on our partnership with the team to create this campaign leveraging influencers in contextually relevant media," added Nicole Miranda, Spinach Director of Client Services.