Client: Mead Johnson
Brand: lactum and Enfagrow A+ Milk
Program Title: PUREGOLD NUTRITIONISCOOL

CLIENT OBJETIVE
Increase awareness and trial of Mead Johnson’s Enfagrow and Lactum among families by creating meaningful brand engagement that promotes proper nutrition while driving in-store sales at Puregold.

OUR SOLUTION
Contact IMC developed Puregold NutritionIsCool, a unique trade activation in partnership with Mead Johnson and Puregold Supermarket. Schools were invited to participate in educational supermarket field trips where children, together with their parents or guardians, explored healthy food choices—including the milk category—through guided store tours. The experience culminated in an interactive nutrition fair featuring storytelling, nutrition talks, games, and partner booths with exciting giveaways, turning a grocery trip into a fun and memorable learning experience.

THE IMPACT
The program generated increased sales for Enfagrow and Lactum, strengthened positive brand perception among parents and children, and received excellent participant feedback. Its success led to expansion across 10 locations and continued implementation for three more years, extending into schools and local communities to reach even more Filipino families.